Roger Hampel
Ajax and Adidas: A Historic Partnership Strengthened
In a significant move, Ajax and Adidas have further solidified their long-standing relationship by extending their partnership until 2031. This extension marks a milestone, surpassing 30 years of collaboration, thereby creating the longest-running kit sponsorship in the Eredivisie and one of the longest in European football. Adidas has been a prominent clothing and main sponsor for Ajax since 2000, reflecting a deep commitment and mutual trust between the two entities.
The Evolution of the Ajax-Adidas Alliance
Over the years, Adidas's role has expanded beyond providing attire for Ajax 1, the youth teams, and the Ajax Amateurs. It played a pivotal role in the founding of Ajax Vrouwen in 2012 and the Only Friends team of Ajax in 2017, in collaboration with ABN AMRO. Moreover, Adidas has been a steadfast supporter since the inception of the Ajax Esports team.
Menno Geelen, Ajax’s Commercial Director, emphasizes the breadth and depth of this partnership. "Our collaboration with Adidas has grown in terms of team coverage and in every aspect. The consistency of Adidas's support, through our highs and lows, illustrates the strength of our partnership. The extension of our agreement is a testament to this enduring trust."
Innovative Collaborations and Unique Collections
Ajax’s partnership with Adidas is not just about sports kits; it's about creating unique and memorable collections. The 20/21 black and gold away kit, the 21/22 Marley away kit, and the classic Adidas Originals collections are prime examples of this innovative collaboration. These collections are not only sports attire but have become fashion statements, embodying the spirit of Ajax and Adidas.
A Partnership Celebrated and Future Prospects
Nick Craggs, General Manager at Adidas Football, expressed his enthusiasm, "Ajax is a club that excites us. Their history in European football, their attacking playstyle, and their innovative approach to talent development are aspects we cherish. We are honored to have been part of their journey for almost 25 years and are excited to continue our partnership well beyond the club’s 125th anniversary. We look forward to bringing new experiences to Ajax fans worldwide, both on and off the field."
The extension announcement was marked by the release of the video "Thanks for the history - Thanks for the future," showcasing Ajax's sporting highlights since 2000. It also emphasized that generations of Ajax players have grown up with Adidas, a tradition that is set to continue as future generations are groomed for success.
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