Ajax and Amstel have prolonged their sponsorship agreement. The parties have been linked since July 1, 2005, and will remain so until at least July 1, 2012. Amstel has recently designed a special Ajax can. Also, the beer brand is represented in the Amsterdam ArenA with their own skybox this season.
Ajax’s Commercial Director Henri van der Aat: “ Ajax and Amstel belong together. We’ve been connected for years and it suits us well. Amstel is involved, and genuinely interested in football. We enjoy working with sponsors who sincerely show commitment to the sport. That’s when the partnership really adds value. We’ve increased our focus on consumers, and are bringing more innovations. This will give a new boost to our collaboration.”
Amstel’s Marketing Manager Chris Lakens: “Amstel is connected to football in the broadest sense of the word. This is definitely the case at the amateur level, and by joining forces with top clubs like Ajax. We are passionate about football, just like many of our consumers. Amstel knows what men respond to, and football is an important part of their lives.”