Ajax Football (Soccer) Club, Amsterdam

ABN AMRO has sponsored Ajax since 1990. The contract for shirt and main sponsorship runs until the end of the 2010-2011 season. Sponsorship of the club contributes substantially to the bank's reputation and image in the Dutch home market (together with tennis, accounting for 30% of brand recognition). Ajax also has a strong international appeal.

Sponsorship has commercial benefits for both partners. In addition to large-scale hospitality programmes and well-attended youth clinics, there are more than 100,000 holders of Ajax accounts in the Netherlands. ABN AMRO's international organisation often takes advantage of the club's foreign trips and matches for local marketing activities.