March 12 – Dutch giants in football and beer have struck a deal that will see the Heineken brand become the official pouring partner of AFC Ajax, the four-times European Cup winner for the next 10 years.
Heineken, brewed and poured in Amsterdam, will become the exclusive beer supplier for both alcoholic and non-alcoholic beverages at Ajax matches. As well, as pouring pints, the brewer will take on the role as Ajax’s official sustainability partner, with initiatives aimed at promoting eco-friendly practices and reducing waste at Johan Cruijff ArenA.
Cas Biesta, Ajax’s commercial director, said: “Heineken was born and raised in Amsterdam, just like us, with worldwide fame and popularity. In the more than 150-year history of Heineken, our 125-year history, and the 750-year existence of the city of Amsterdam, we have actually been intertwined for a long time. It is great that this has now also led to a long-term partnership. We look forward to setting up special promotions for our fans, together with Heineken.”
Pieter Vissers, Horeca Director at Heineken Netherlands, said “We are incredibly proud of this partnership with Ajax. It feels natural and logical – both Ajax and Heineken are deeply embedded in the fabric of Amsterdam, showing that true strength comes through connection and unity, both on and off the field. Football in the Netherlands unites people and brings generations of fans together. Watching a thrilling match, beer in hand – alcoholic or alcohol-free – is where friendships are formed, memories are made, and everything becomes possible.”
Ajax, have won their domestic championship (Eredivisie), a record 28 times, and currently have a healthy 8-point lead of nearest challengers, PSV Eindhoven, as they seek title number 29.
Contact the writer of this story, Nick Webster, at moc.l1741770870labto1741770870ofdlr1741770870owedi1741770870sni@o1741770870fni1741770870