Aegon kicks off €70 mln sponsorship with Ajax

Aegon and world-renowned Dutch soccer club Ajax formally launched their new partnership with the unveiling of a giant copy of Ajax's red and white game shirt featuring, for the first time, the Aegon brand.
From now on, members of the Ajax team will be wearing the new jerseys in all matches, including when they play in the pre-season Amsterdam tournament against other European clubs such as Arsenal, Inter Milan and Sevilla.
"We believe this new partnership will further strengthen Aegon's brand awareness, not only in the Netherlands and throughout Europe, but also in many of the new emerging markets where we are building our presence, such as Asia and Latin America," said Aegon CEO Alexander Wynaendts.
"Soccer is a game that belongs to the entire world. Some of the legendary players who were with Ajax over the years, like Johan Cruyff, Dennis Bergkamp and Marco van Basten are as well known in Beijing and Mexico City as they are in the Netherlands. Only soccer has that kind of reach."
Ajax has long been a dominant force in Dutch football, winning 29 national league titles since the club's first in 1918. Ajax has also enjoyed considerable success in Europe over the years as a four-time winner of the European Cup, the prestigious tournament for Europe's national league champions.
As part of the sponsorship deal, Ajax will receive between EUR 10 mln and 12 mln a year over the next seven years from Aegon – the precise amount depending on the team's performance.
In addition to the Ajax sponsorship, Aegon also makes significant contributions to sport through its sponsorship of, amongst others, the Dutch national speed skating federation. US champion golfers Zach Johnson and Taylor Leon. UK golfer Lloyd Saltman and Czech speed skater Martina Sablikova.