Member of the Management Board Aegon N.V. Johan van der Werf said: "Aegon and Ajax have strong ambitions and share a similar outlook. We both want to be the best at what we do."
Aegon has signed an agreement in principle to be the main sponsor of AFC Ajax, one of Europe's best known soccer clubs, beginning with the 2008-09 season. As part of the agreement, the Aegon brand name will appear on the Amsterdam-based club's famous red-and-white game jerseys.
As a result of its many successes, Ajax has attracted a large and enthusiastic fan base around the world. Sponsoring the club will help support and strengthen Aegon's brand-recognition as the Group continues to expand its international presence in the months and years ahead.
Member of the Management Board Aegon N.V. Johan van der Werf said: "This is a wonderful opportunity for us. Aegon and Ajax have strong ambitions and share a similar outlook. We both want to be the best at what we do. Just like Aegon, Ajax has strong roots in the Netherlands but is recognized around the world. For many years, Ajax has been one of the leading teams in Europe and we are honored to have the opportunity to sponsor such a renowned and quality soccer club."
Under the agreement, Ajax will receive between EUR 10 million and EUR 12 million each season from Aegon, depending on the team's performance. The sponsorship deal, which will be finalized in the coming weeks, is initially expected to run for at least seven years.
Ajax has long been a major force in Dutch soccer, winning 29 national league titles since the club's first in 1918. In addition, the club has also enjoyed success in Europe, lifting the European Cup on four separate occasions. Aegon's long-term support will help Ajax maintain and strengthen its position as one of the continent's elite clubs.
Aegon already makes a significant contribution to sport in the Netherlands and this new partnership with Ajax will act as a complement to the Group's existing sponsorship of the Dutch national skating federation. "Aegon's support for skating in the Netherlands goes back thirty years," said Mr. Van der Werf. "Our relationship with the national skating federation is a long-standing, successful partnership, built on trust. Over the years, it has gone from strength to strength. That is what we want with Ajax. That is what we are working toward."
© Aegon 2020