| The Netherlands

Lavazza becomes an official sponsor of Dutch football club Ajax

The Italian coffee roaster has further strengthened its ties with European football by becoming an official sponsor of the Amsterdam's Ajax until 2027

Lavazza has been an official supplier to the Johan Cruijff ArenA since 2017 | Photo credit: AFC Ajax


Lavazza has become an official sponsor of Dutch football club Ajax until the end of the 2026-27 season. 

The Italian coffee roaster has been an official supplier to the Johan Cruijff ArenA, Ajax’s stadium, since 2017. As part of the new contract Lavazza will be granted additional visibility at the venue, including branding on interview backdrops and across club content. 

Ajax said that a partnership with Dutch catering supplier VHC Jongens, which sells and distributes Lavazza coffee in The Netherlands, remains an essential part of the collaboration. 

“Over the past five years, together with VHC Jongens, we have enjoyed bringing the culture of authentic Italian coffee to Ajax. Ajax has now grown enormously in Europe. We have grown and our Lavazza portfolio fits seamlessly with clubs such as Juventus and Liverpool, so we have extended and intensified our partnership with great pride and confidence,” said Maayk de Poorter, General Manager, Lavazza Netherlands. 

Lavazza has built strong ties with sporting events around the world. The Italian company is the official coffee partner of Arsenal Women, as well as the exclusive coffee supplier at the Emirates Stadium for Arsenal’s men’s matches. A similar partnership was agreed with Italian football club Juventus in September 2020. 

The Italian coffee roaster also recently extended its partnerships with the French Open and Wimbledon tennis tournaments until 2025. 

In April 2022, Lavazza reported an 11% rise in revenues to a record €2.3bn ($2.5bn) for 2021, with net profits rising 44% to €104m ($114m) over the 12-month period. 

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