Dutch football club Ajax has signed a 10-year partnership with energy drink brand ICONIX. As per the deal, the club and its esports division, Ajax eSports will boost the launch of the energy drink in the Netherlands from March of this year.
Menno Geelen, CCO of Ajax commented on the deal: “The story and ambition of ICONIX appealed to us. We also think that this category of functional drinks, which is widely spoken and written about, needs an alternative. ICONIX offers a tasty, responsible and different type of energy drink and distinguishes itself with so-called focused energy instead of just more energy. We are content with this long-term agreement, with a duration of no less than 9.5 years. This reflects the ambition of ICONIX and also expresses confidence towards each other.”
In October last year, Ajax eSports confirmed the renewal of its deal with Dutch cable operator Ziggo. The organisation is also partnered with the likes of Plantronics, Playseat, Subway, 433, PayPal, ABN AMRO, Ziggo, Adidas, and EA Sports.
Matthijs van Zanten, Managing Director of ICONIX discussed the drink: “ICONIX Energy Drink is a smart and modern energy drink that has been developed with the aim of optimally responding to the changing needs of the conscious, active and ambitious consumer. It is an energy drink where we have done everything we can to bring a better alternative to the market.”

By Niji Narayan

Niji Narayan has been in the writing industry for well over a decade or so. He prides himself as one of the few survivors left in the world who have actually mastered the impossible art of copy editing. Niji graduated in Physics and obtained his Master’s degree in Communication and Journalism. He has always interested in sports writing and travel writing. He has written for numerous websites and his in-depth analytical articles top sports magazines like Cricket Today and Sports Today. He reports gaming industry headlines from all around the globe.