Ajax have welcomed beer brand Amstel as official partner of the football club. Prior to the match Ajax - Arsenal, Erik Korthals Altes (managing director Heineken Breweries) and Arie van Eijden (managing director Ajax) signed a partnership agreement for three years.
,,We share the same Amsterdam roots and both enjoy international fame among football supporters: that had to lead to a collaboration at one point'', the new partners announced.
The partnership with Ajax has no connection with Amstel's sponsoring of the Dutch 'Eredivisie'. But both are part of the Amstel sponsoring field 'Football'.