Ajax sign Red Bull energy drink partnership

Ajax have signed Red Bull as their official energy drink partner from the 2026/27 season, adding the global brand to the club’s commercial portfolio until 2029.The agreement will give Red Bull a regular presence across Ajax’s matchday environment, with its products continuing to be available to supporters at the Johan Cruijff ArenA.Ajax chief commercial officer Cas Biesta said: “By partnering with Red Bull, we are bringing a globally recognised brand together with Ajax.“Red Bull has built a unique position through its long-standing presence across a wide range of sports worldwide. We look forward to developing this partnership further together over the coming years.”The partnership gives Ajax a category partner with a broad footprint across elite sport, entertainment and youth culture.Red Bull’s rights will centre on product availability and fan-facing activation, rather than shirt or kit inventory.That structure gives the brand access to match-going supporters while allowing Ajax to retain their higher-value apparel and principal partner assets for other commercial categories.The deal also strengthens Ajax’s partner base ahead of the new season, following recent sponsorship activity around their sleeve and kit platforms.Red Bull will begin their role as official energy drink partner at the start of the 2026/27 campaign, with the agreement running for three seasons.