Grolsch makes way for Heineken at Amsterdam Arena
After over 20 years of partnership, the Amsterdam ArenA and beer maker Grolsch are parting ways, the ArenA announced on Monday. From this year until 2026 Heineken will deliver beer to the Ajax stadium, ANP reports.
"The ArenA and Royal Grolsch have in close consultation decided to terminate cooperation", Henk Markerink, CEO of the Amsterdam ArenA, said. Grolsch became involved with the stadium even before it was built, and the cooperation was once extended until 2017. "Grolsch showed courage by starting this adventure with us even before the stadium was there. We worked together for a long time, and 21 years is a good time to go our separate ways.
In anticipation of the Grolsch contract ending, Amsterdam ArenA asked several brewers to make a proposal. Heineken's proposal was considered the best fit. "The plans that Heineken has for the stadium are in line with our priorities and future vision", the ArenA said. The brewer will give "a new boost" to the experience of visitors and business guests.
Geert Minnart, catering director of Heineken Nederland, is excited and proud to start this new cooperation. "The Amsterdam ArenA is a special place in the city where you can experience sports, concerts and other major events", Minnart said. "Of course, with our Amsterdam roots, we can't not be there with our beers."
Amsterdam ArenA is currently being converted to make the stadium suitable for the European Championships in 2020. Four championship matches will be played in the stadium. The stadium will also soon be renamed to the Johan Cruijff Arena.