Netherlands

Dutch Eredivisie football club Ajax has signed a short-term extension to its main sponsor deal with financial services firm Aegon.

The Royal Dutch Hockey Association (KNHB) is generating over €4.2m ($5.8m) per year from central sponsors for its 2013 to 2016 commercial cycle as it prepares to host the men’s and women’s Hockey World Cups in May.

State-owned Dutch bank ABN AMRO is set to overhaul its sponsorship strategy in the summer of 2014 and stablise its focus on partnerships with properties in the Netherlands, Ernst Boekhorst, manager of sponsoring and events at ABN AMRO and director of the ABN AMRO foundation, told Sports Sponsorship Insider.

Taiwanese bicycle manufacturer Giant has agreed a multi-year deal with the UCI WorldTour cycling team formerly known as Argos-Shimano under which it will assume title sponsorship of the squad for the 2014 season.

State-owned Dutch bank ABN Amro has reached a deal with the Ahoy Rotterdam venue to extend its title sponsorship of the ATP World Tour World Tennis Tournament.

UCI ProTour cycling outfit Team Belkin has announced it will rotate co-sponsor space on its jersey throughout the 2014 season.

Dutch project management and consultancy firm Brunel International will make its third appearance in the Volvo Ocean Race sailing event as a team sponsor in 2014-15.

UCI WorldTour cycling team Argos-Shimano will welcome a new joint naming sponsor next year after ending its relationship with Dutch energy company Argos.

The Royal Dutch Cricket Association (KNCB) has extended its sponsorship deal with SMT Shipping for another year.

Dutch Eredivisie football club Feyenoord has signed a five-year kit deal with sportswear giant Adidas, effective from July 2014.

Bicycle manufacturer Bianchi has agreed a deal to become the technical sponsor and official partner of UCI World Tour team Belkin Pro Cycling.

Bicycle and car tyre manufacturer Cheng Shin Tire has signed a three-year sponsorship deal with Dutch Eredivisie football club Ajax.

Heineken has opted to extend its partnership with the Dutch Olympic Committee*Dutch Sports Federation (NOC*NSF) until the 2016 Summer Olympic Games in Rio de Janeiro.

Indian IT group Tata Consultancy Services has renewed its partnership with the Amsterdam Marathon by becoming a sponsor of the event’s eight kilometre run.

US consumer technology company Belkin has become the new title sponsor of the Blanco Pro men's cycling team.

The Dutch Speed Skating Association has agreed a two-year extension to its partnership with main sponsor KPN.