ABN AMRO extends sponsorship contract and shifts focus to Ajax Women

Press release -

Ajax and ABN AMRO have reached agreement on the extension of the sponsor contract. With the new agreement, the bank will remain connected to the club until at least mid 2023. From now on, ABN AMRO will focus on strengthening the women's teams within Ajax.

ABN AMRO has been sponsoring Ajax for over 25 years and has been the main sponsor of the club’s women’s teams for the past five. ABN AMRO and Ajax have now reached an agreement that will see them step up their efforts in 2020 to improve the visibility and further development of women’s football. This new focus reflects the bank’s dedication to increasing diversity and sustainability in sport, themes that feature prominently in ABN AMRO’s strategy.

ABN AMRO and Ajax will use the coming seasons to strengthen all Ajax women’s teams. This includes not only the first women’s team, but also a talent development programme in a girls’ academy. Last year, for example, a talent development team was set up, and more recently talent identification days were hosted for under-9, under-11 and under-13 girls. ABN AMRO’s focus is on further developing these activities to reach the highest level. Ajax and ABN AMRO have also agreed to join forces to promote the development of girls’ football at amateur clubs.

Menno Geelen, Ajax’s Commercial Director, comments, “It’s wonderful that ABN AMRO has committed to Ajax and to women’s football until 2023. The bank has a long history with Ajax: ABN AMRO first became the club’s shirt sponsor in the early 1990s, and subsequently expanded its sponsorship to include the academy and women’s football. From 2020 forward, ABN AMRO and Ajax will dedicate their full attention to the Ajax women’s teams, in reflection of the diversity within the club and the sport. Developing women’s football is an expression of our positioning ‘For The Future’.”

On the verge of a breakthrough

Daphne Koster, Ajax Women Manager, is very proud that ABN AMRO has committed to women’s football: “We’re on the verge of an amazing breakthrough in women’s football: more and more girls play, the Netherlands produces many of the sport’s established players and media coverage is also increasing. Ajax has ambitions, and with ABN AMRO by our side we’re going to achieve those ambitions.”

Facing the challenge together

Women’s football is the fastest growing sport in the Netherlands. Ernst Boekhorst, ABN AMRO’s Head of Brand, Sponsoring & Foundation, comments, “Sustainability, including diversity, is one of ABN AMRO’s spearheads. Our actions are based on the philosophy that diversity in background and perspective makes us stronger. Diverse teams produce more creative and more innovative solutions, in every area. This philosophy also extends to our sponsorship portfolio: if we want to break through old patterns, we have to make an effort.”

In addition to being the main sponsor for Ajax Women, ABN AMRO has agreed to be Ajax’s partner in sustainability for 2020 and beyond. ABN AMRO will also continue its social partnership with the Ajax Foundation.


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