Ajax launch main sponsor search as Ziggo exit confirmed
Ajax will begin the search for a new main sponsor after Ziggo confirmed that their 12-and-a-half-year shirt partnership will end in July 2027.
Ajax will seek a new main sponsor from the 2027-28 season after Ziggo decided not to renew one of Dutch football’s longest-running current shirt sponsorship agreements.The telecommunications brand’s contract expires on July 1, 2027, bringing an end to a partnership that began in January 2015 and has covered the Ajax first team, Jong Ajax and wider commercial activations.Ajax commercial director Cas Biesta said: “We are extremely grateful to Ziggo for their trust, support and commitment throughout all these years, both in good times and in more challenging periods.“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.”Ajax and Ziggo most recently extended their agreement in 2024 until mid-2027, with an option covering a further two seasons until 2029. That option will not be exercised.Announcing the decision a year before expiry gives Ajax a full commercial cycle to identify a replacement for one of the club’s most prominent sponsorship assets.Financial terms of the existing agreement were not disclosed. The next deal will be an important component of Ajax’s efforts to strengthen recurring commercial revenue after several seasons of sporting and financial volatility.Ziggo said the decision reflected a broader shift in brand strategy rather than a breakdown in the relationship.VodafoneZiggo consumer market director Robin Kroes said: “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.“We are grateful for what has been achieved and look forward to concluding the final season in a fitting and meaningful way.”The companies will continue working together throughout 2026-27, with planned fan campaigns, exclusive programming on Ziggo Sport and activations linked to Priority, Vodafone and Ziggo’s customer benefits platform.Ziggo became the fourth main sponsor in Ajax’s history after TDK, ABN AMRO and Aegon. Only ABN AMRO have held the position for longer.The outgoing sponsor has maintained a broad relationship with Ajax beyond shirt inventory, using content, customer access and stadium campaigns to connect its consumer services with the club’s support base.Ajax now have until the start of 2027-28 to secure a new lead commercial partner and manage the transition from a brand that will have appeared on their shirts for 12 and a half years.