AFC Ajax announced today a long‑term partnership with GASSAN Diamonds, a deal that runs until 2030. The collaboration aims to reinforce both the club's Amsterdam roots and its international ambitions.

What does the partnership involve?

Cas Biesta, Ajax's CCO, stated that GASSAN is a brand known worldwide for craftsmanship and entrepreneurship. The agreement includes joint activations for supporters, players and business partners. Both sides want to create unique experiences through events and digital content that deepen the bond between club and fans.

Why GASSAN Diamonds?

GASSAN boasts a rich history in Amsterdam and shares Ajax's vision of quality and innovation. The partner will be involved in the sale of individual tickets for the 2026/2027 Eredivisie season, including the opener against PEC Zwolle on August 9. A week later follows the home debut against sc Heerenveen, with ticket sales starting on July 7.

How does this affect the club?

The deal brings extra revenue and marketing power, which matters as Ajax sits 5th in the Eredivisie with 56 points (14 W‑14 D‑6 L) and a recent form of DLDWW. With 62 goals scored and 41 conceded (+21 goal difference) the team remains competitive, yet sits 28 points behind leaders PSV Eindhoven. The additional budget could aid squad reinforcement, especially with forward Kasper Dolberg currently sidelined.

What’s on the agenda?

The first joint action kicks off with the VriendenLoterij match against PEC Zwolle. Then come promotions around the home game versus sc Heerenveen and the next four home fixtures. Ajax and GASSAN promise fans exclusive experiences, from meet‑and‑greets to limited‑edition merchandise, all aimed at strengthening club identity.

What does this mean for the future?

A partnership lasting until 2030 sets a long‑term vision for Ajax. The club can now plan stadium upgrades, youth projects and international tours, backed by the financial security GASSAN provides. Fans can look forward to deeper engagement and a growing global presence of their beloved club.