Ajax and Ziggo to Conclude a 12.5-Year Main Sponsorship Agreement in 2027.

Roger Hampel

Image: Ajax

Ajax will enter the market for a new main sponsor after telecommunications company Ziggo confirmed it will not renew its agreement beyond the 2026/27 season.

The decision will bring an end to one of the longest-running shirt sponsorship agreements in Dutch football, concluding a partnership that began in January 2015 and will ultimately span 12 and a half years.

By announcing the decision a year before the contract expires, Ajax gains valuable time to identify and negotiate with potential replacement partners ahead of the 2027/28 season.

End of One of Dutch Football's Longest Sponsorship Relationships Ajax

Ziggo has served as Ajax's main shirt sponsor since 2015, becoming the fourth principal sponsor in the club's history after TDK, ABN AMRO and Aegon.

The partnership coincided with one of the most commercially successful periods in Ajax's modern history, including domestic titles, UEFA Champions League runs and significant international player trading activity.

From a sponsorship perspective, the relationship also extended beyond shirt branding through content collaborations, fan engagement campaigns and commercial activations involving Ziggo Sport and VodafoneZiggo's customer ecosystem.

The final season of the agreement will still include joint campaigns and fan-focused initiatives before the partnership concludes in 2027.

Executive Comments

Ajax Commercial Director Cas Biesta thanked Ziggo for its long-term support and highlighted the strength of the relationship built over more than a decade.

“Together, we have built a strong, innovative and highly visible partnership, continuously seeking new ways to bring our fans and Ziggo’s customers and partners closer to the club.”

Robin Kroes, Director of Consumer Market at VodafoneZiggo, said the decision reflects the company's evolving commercial priorities.

“After a long and successful period, this is a natural moment, in line with our strategy, to make room for new brand and partnership initiatives that extend beyond football.”