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SBD Global/November 14, 2012/Marketing and Sponsorship

Ajax To Lose Main Shirt Sponsor Aegon In Summer Of '14 Due To 'Financial Reasons'

Insurance group Aegon will stop its shirt sponsorship of Eredivisie club Ajax in the summer of '14, one year earlier than agreed in the contract, according to Aegon signed a seven-year contract with Ajax in '08, "with an option to end the agreement after five years" (, 11/13). L'EQUIPE reported that Aegon will not be the main sponsor of Ajax starting on June 30, 2014 due to "financial reasons." The insurer was paying between €10 ($12.7M) and €12M ($15.3M) annually "independent of the sporting results of the team" (L'EQUIPE, 11/13)
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