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Ajax lands new sponsor

Dutch Eredivisie football club Ajax has entered into a partnership with professional cleaning services company Effektief Groep.

The three-year partnership begins on April 1 and runs until June 30, 2021.

As part of the agreement, Effektief Groep, which is based in Groningen, will receive brand visibility at Ajax’s Amsterdam ArenA and the Toekomst sports complex, home to the club’s women’s, reserve and youth teams.

Effektief Groep will also benefit from activation and hospitality rights at Ajax home matches.

Patrick Reinders, Effektief Groep’s commercial director, said: “We are growing very fast and a cooperation with the Dutch record champion fits in well. This exudes our ambition for the coming years, through which we want to become even more active nationwide and further strengthen our position as an event cleaning specialist in the Randstad region.”