Eredivisie Side Ajax Extends Hublot Sponsorship, Expands Ziggo Deal

Eredivisie side Ajax extended its partnership with Hublot for the company to remain the club’s official watch brand for the next three years, according to Alexandre Fortier of SPORT STRATEGIES. Hublot, a club partner since ’11, will "benefit from visibility at the club’s stadium and brand development in the Netherlands." The brand is “pursuing a project to open a Hublot store in Amsterdam” (SPORT STRATEGIES, 4/19). TELECOMPAPER reported Ajax expanded its cooperation agreement with Ziggo. The cable operator is the club’s head sponsor and “will now also sponsor its esports team.” The esports sponsorship agreement went into effect on April 1 and will run for one-and-a-half years, "with a one-year extension option." The agreement "includes provisions for livestreaming and fan activities in the field of esports" (TELECOMPAPER, 4/14).