Ajax and Lavazza Extend Long-Standing Sponsorship Agreement Until 2030.

Roger Hampel

Image: AFC Ajax

AFC Ajax has agreed an extension of its long-standing partnership with Italian coffee brand Lavazza, securing the collaboration through 2030. Lavazza, which has been associated with the club since 2017, will continue as an Official Sponsor, reinforcing a relationship that combines hospitality services, brand visibility and long-term commercial stability.

A Partnership Rooted in Club Operations and Hospitality

Under the renewed agreement, Lavazza coffee will continue to be served across Ajax’s key facilities, including the Johan Cruijff ArenA and the club’s training complex De Toekomst, as well as during official club events and corporate activities.

Rather than focusing solely on broadcast-facing sponsorship assets, the partnership is anchored in daily club operations and hospitality services, a model increasingly favoured by clubs seeking predictable, long-term partner integration.

Supply Chain Continuity Through VHC Jongens Ajax Lavazza

The partnership extension also maintains continuity on the operational side. Dutch hospitality supplier VHC Jongens, a partner of Ajax since 2009, will remain responsible for the delivery and technical support of coffee services as part of the Lavazza agreement.

This three-party structure highlights how modern sponsorships often extend beyond branding into integrated supply-chain and service arrangements, particularly in stadium and training-ground environments.