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Ajax confirms ‘commercial and social’ agreement with Unibet

Ajax has through the official channels announced that it has signed a multi-year agreement with Unibet. Earlier in the day reported The Telegraph al that Ajax and Unibet until the summer of 2026 go to sea together.

Unibet is immediately part of the partner group of Ajax. The collaboration had been in the air for some time, but could only become official after Unibet received a license on June 8, 2022 to offer online games of chance in the Netherlands.

Ajax has announced that in addition to a commercial partnership, the club and Unibet will also be committed to social projects. This includes the prevention of match fixing, mental health and responsible gaming.

Response Menno Geelen and Unibet

Menno Geelen, commercial director of Ajax, indicates that Ajax is pleased with Unibet as its newest partner. ‘Unibet is known worldwide as a forerunner in responsible gaming. This will receive explicit attention in our partnership. Unibet also distinguishes itself by a high-quality range of games that fans get a lot of fun from. We will also support that with joint content and activations. In addition, we will commit ourselves to Unibet Impact.’

Lennart Kessels, General Manager of Unibet Netherlands, indicates that they are ‘extremely proud’ that there is a collaboration with Ajax. ‘Within our partnership we also invest in Unibet Impact, a unique program based on collaborations with parties from top and amateur sports and social organisations. With Unibet Impact we are focusing on education about responsible gaming, the prevention of match fixing and initiatives for supporters.’

‘Specifically with Ajax we want to focus on responsible play in relation to mental health’, continues Kessels. ‘In the coming period we will investigate how we are going to shape this exactly, and we will also learn from initiatives that we have already supported elsewhere in the world. We look forward to rolling this out together with Ajax.’

De Telegraaf wrote earlier on Tuesday that Ajax and Unibet have concluded an agreement until the summer of 2026. Unibet transfers about three million euros to the Amsterdam club each year.

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