Ajax only announced a deal to extend with the VodafoneZiggo subsidiary until 2023 in January this year. At the time, the club said that it had an option in the contract to continue the relationship until 2025. Just ten months on, that clause has now been triggered.

Ziggo first became Ajax’s shirt sponsor in 2015 in a deal worth a reported €8 million (US$9.6 million) a year, plus bonuses. When the deal was extended for three years ahead of the 2019/20 season, it was reported that the company had agreed to increase its annual basic fee.

In January, Ajax said that ‘no adjustments’ had been made to the agreement, which also designates Ziggo as the main sponsor of the club’s esports division.

The renewal ensures that Ziggo’s customers will continue to be offered exclusive Ajax content via the media company’s platforms. Ziggo will also retain its role as a programming producer for the club’s in-house network.

Priority, Ziggo’s newly launched customer programme, will also offer Ajax fans new experiences and ticket promotions.

Menno Geelen, commercial director at Ajax, said: “Ziggo has been on our shirt since 2015 and you can safely speak of a partnership that gets better and stronger every year. We are grateful to Ziggo for the support they have already given and for the confidence in our future.

“As we look back on ten years of main sponsorship in 2025, I’m sure we will look back with satisfaction on the sporting successes we shared and how our fans have benefited from this long-term partnership.”