Ajax and GASSAN Diamonds Unite in Long-Term Partnership
Some partnerships go beyond business. They bring together shared values, a common history, and a city that has shaped them both. That is exactly what the new Ajax x GASSAN partnership represents. Ajax and GASSAN Diamonds have announced a long-term collaboration running until 2030, with the renowned Amsterdam jeweller joining the club as its Official Celebration Partner. The partnership unites two brands that have become synonymous with Amsterdam, each recognised internationally for their heritage, ambition, and pursuit of excellence.
Celebrating Success Together
For decades, GASSAN has built its reputation around celebrating life’s most meaningful moments. From exceptional diamonds and fine jewellery to timeless craftsmanship, the brand has always been associated with milestones worth remembering.
As Ajax’s Official Celebration Partner, GASSAN will now become part of another tradition: celebrating sporting success. Whether it’s unforgettable victories, club milestones, or special occasions shared with supporters, players, and partners, the collaboration aims to make those moments even more memorable.
Two Brands, One City
Although they operate in different worlds, Ajax and GASSAN share remarkably similar foundations.
Both proudly carry Amsterdam’s identity onto the international stage. Both have built generations of loyal supporters and customers through consistency, quality, and an unwavering commitment to excellence.
“Ajax wants to work with strong brands that match both our international ambitions and our Amsterdam roots,” said Cas Biesta, Chief Commercial Officer at Ajax. “GASSAN is recognised worldwide for its craftsmanship, entrepreneurship, and rich history within our city. We’re proud to begin this partnership and look forward to connecting supporters, players, partners, and business relations in special ways.“
A Natural Match
For GASSAN, the collaboration represents the fulfilment of a long-held ambition.
“We have been active in Dutch sport for many years and have always hoped to work with Ajax,” said David Bijlsma, Chief Commercial Officer at GASSAN Diamonds. “The shared love for Amsterdam, our international outlook, and our pursuit of the highest standards make this a natural match. We look forward to celebrating many special moments together.“
These words capture what makes this partnership feel authentic. Ajax has spent generations creating unforgettable memories through legendary players and iconic performances, while GASSAN has built its reputation on marking life’s most meaningful occasions. Together, they celebrate moments that last long after the final whistle.
Ready for more?
If you want to read more about Ajax collaborations, check out our article on Daily Paper, Ajax and adidas Reopening the Iconic Adidasplein.
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