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The largest beer brand in the world, Budweiser, trading under the name Bud in the Netherlands, is a new partner of both Ajax Amsterdam’s first men’s and women’s team. With the partnership between Ajax and Bud, the beer brand wants to conquer the European market.
Nicolas Bartholomeeusen, Managing Director of Beer Brewery AB InBev Netherlands, brand owner of the Bud brand: “Bud is already inextricably linked to sports experience in the United States. The main brand Budweiser is the official beer at the FIFA World Cup 2022. Ajax is known worldwide for talent and creativity. It is about realizing your dreams, which is close to Bud’s brand values. With Budweiser’s choice in the US, for example, to support women’s football at both country and club level, we show that we also go for values outside the field, we go for clubs and leagues with that ambition.”
Thanks to the Bud partnership, the long-term collaboration between Ajax and AB InBev Brewery will continue. The sponsorship contract has been extended until June 30, 2025.
Believe in sustainable partnerships
Menno Geelen, commercial director of Ajax, said, “During the discussions with AB InBev, we soon came to the conclusion that Ajax and Bud have many similar values. The fact that a renowned brand like Bud is committed to us for a long time offers many new opportunities. After we have already extended the collaboration with adidas and Ziggo for a long time, this improved contract is also a confirmation that we believe in sustainable partnerships.”
The cooperation between Ajax and Bud fits in with the worldwide sponsorship strategy of the beer brand, which also includes the FIFA World Cup 2022, the national women’s team of the US and various American sports associations such as the MLB.
Smooth taste
Bud, known as ‘The King of Beers’, is the largest beer brand in the world. The Pilsner, with an alcohol percentage of 5 percent, distinguishes itself from other beers by its “smooth taste”. It is characterized by a fresh and soft taste.
