Dutch football club AFC Ajax will lose its main sponsor after next season, as telecommunications company Ziggo has decided not to renew its contract following a 12-year partnership.

The sponsorship agreement, which expires on 1 July next year, will bring an end to one of the longest-running shirt sponsorship deals in Dutch football. Ziggo said it wanted to provide Ajax with sufficient time to secure a new commercial partner.

“We are very grateful to Ziggo for the trust, support and commitment it has shown throughout all these years,” said Ajax Chief Commercial Officer Cas Biesta. “Both in the good times and the difficult periods. The many sporting successes and memorable moments achieved with Ziggo on our shirts ensure the company a permanent place in Ajax’s history.”

For Ziggo, Chief Executive Robin Kroes described the decision as a “natural moment” to create room for new brand initiatives and partnerships beyond football.

“We are grateful for everything that has been achieved together and look forward to concluding the final season in a successful and memorable way,” he said.

Ajax finished fifth in the most recent edition of the Eredivisie, underscoring a challenging period both on and off the pitch as the club prepares to seek a new headline commercial partner.