Ajax renews Hublot partnership

Dutch Eredivisie football club Ajax has extended its partnership with Swiss watchmaker Hublot.

The new three-year deal will cover the 2017-18 to 2019-20 seasons and will see Hublot retain its position as the official timekeeper of the Amsterdam-based club.

Mark Nieuwkerk, chief executive of Schaap and Citroen Jewelers, the exclusive retailer of Hublot watches in the Netherlands, said: “Over the years the timekeeper deal with Ajax has provided overwhelming success in branding.

“This has meant that we are ready to take the next step with Hublot. We are currently looking at several locations in Amsterdam for a Hublot store.”

Hublot first partnered with Ajax in 2011. The company also holds partnerships with Italian Serie A team Juventus and English Premier League club Chelsea, as well as sponsoring the Uefa Champions League and Europa League club competitions.