Ajax seeks new main sponsor following Ziggo departure

Ajax is searching for a new primary shirt sponsor after telecom provider Ziggo announced it will end its partnership following the 2026/2027 season. The long-standing collaboration, which began in January 2015, is expected to conclude on July 1, 2027.

Ziggo currently pays more than ten million euros per season, a figure that sponsorship experts warn may be difficult to replace. While Ajax maintains a strong negotiating position due to its international brand recognition and social media reach, initial inquiries suggest significant challenges. Major companies in Eindhoven, such as ASML, have declined interest due to existing ties with other clubs like PSV, and the Port of Rotterdam indicated no interest in a partnership.

Some local interest exists, such as enthusiasm from Kesbeke's majority shareholder, though the financial scale required for such a deal remains a hurdle. Ajax has declined to comment on specific rumors, stating they will only provide updates via official press releases.