Roger Hampel
Photo Credit: Ajax
Ajax has signed a long-term partnership agreement with Heineken, extending their collaboration until at least June 2035. Starting from July 1, 2025, the Amsterdam-based brewery will officially become an Official Partner of Ajax, reinforcing the strong ties between two of the city’s most globally recognized institutions.
Key Elements of the Partnership
As part of the agreement, Heineken will become the exclusive beer supplier for both alcoholic and non-alcoholic beverages at Ajax matches. Additionally, the brand will take on a new role as Ajax’s official sustainability partner, with initiatives aimed at promoting eco-friendly practices and reducing waste at Johan Cruijff ArenA.
A major focus of Heineken’s visibility at Ajax will be on the promotion of Heineken 0.0, aligning with the brand’s global push for responsible drinking while enhancing the fan experience inside and outside the stadium.
Statements from Ajax and Heineken Leadership
Cas Biesta, Commercial Director at Ajax, emphasized the historical connection between the club and Heineken:
"Heineken, like us, was born and raised in Amsterdam, with worldwide recognition and popularity. In Heineken’s 150-year history, our 125-year history, and the 750-year legacy of Amsterdam, we have long been intertwined. It’s fantastic that this has now resulted in a long-term partnership. We look forward to working with Heineken and Johan Cruijff ArenA to create special experiences for our fans."
Pieter Vissers, Hospitality Director at HEINEKEN Netherlands, highlighted the natural synergy between Ajax and Heineken:
"We are incredibly proud of this partnership with Ajax. It feels natural and logical—both Ajax and Heineken are deeply embedded in the fabric of Amsterdam, showing that true strength comes through connection and unity, both on and off the field. Football in the Netherlands unites people and brings generations of fans together. Watching a thrilling match, beer in hand—alcoholic or alcohol-free—is where friendships are formed, memories are made, and everything becomes possible."
Beyond enhancing the fan experience at Johan Cruijff ArenA, the partnership will also focus on sustainability initiatives. Ajax, Heineken, and the stadium will collaborate on waste reduction, improving beer cooling and dispensing systems, and implementing greener practices in line with global environmental goals.
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