Ziggo is the fourth main sponsor in Ajax’s history. In the 1982-1983 season, TDK became the first main sponsor of the 33-time national champion. Following that, ABN AMRO was Ajax’s main sponsor for seventeen years. Then, Aegon has been adorning the Ajax jerseys as of the 2008-2009 season. Per January 1, 2015, the Ajax jersey will carry the name Ziggo.
In the 1983-1983 season, Ajax pioneered the first agreement with a jersey sponsor. At the beginning of the eighties, Eredivisie clubs had the strong desire to adorn their jerseys with advertisements. Finally, at the end of the 1981-1982 season, the KNVB issued permission to play with advertisements on jerseys. Japanese TDK (Tokyo Denko Kagaku) was, at the time, mainly a manufacturer of video and audio tapes. As a newcomer into the Dutch market, the company was eager to find a way to increase their brand and name recognition. The Ajax jersey was a perfect opportunity to meet that goal. Ajax and TDK had a long-standing loyal partnership.
It wasn’t until the 1991-1992 season that Ajax received a new main sponsor, ABN AMRO. The partnership lasted seventeen years. Insurance company Aegon followed ABN AMRO as the new main sponsor in 2008. After 6,5 seasons with Aegon, Ziggo takes over the main sponsorship for Ajax, as of January 1, 2015. Aegon will still be connected to Ajax in the next few years as an Official Sponsor. The agreement between Ajax and new head sponsor Ziggo is effective for 4,5 years, until June 30, 2019.