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Heineken Music Hall becomes AFAS Live

After 15 years, sponsor and co-founder Heineken will hand over naming rights to the Amsterdam venue to software developer AFAS

By IQ on 16 Sep 2016

Heineken Music Hall, Amsterdam, Shirley de Jong

Someone's going to need to replace that sign

image © Shirley de Jong

The Heineken Music Hall is no more.

As of 1 January the 6,000-capacity Amsterdam venue will be known as AFAS Live, following the signing of a new naming agreement with Dutch developer AFAS Software.

Heineken, which has been the venue’s naming partner since its founding in 2001, will remain beer supplier.

“Fifteen years ago, we built the first venue for amplified live pop music in the Netherlands, an adventure we embarked on with Heineken,” comments the Music Hall’s managing director, Birgitte de Winter. “We are still happy with Heineken’s collaboration and support and they will continue their involvement as beverage supplier.

“Now, after fifteen years, we have found a new ambitious partner in AFAS Software. AFAS aims to give people a unique experience, which is exactly what our live productions do.”

AFAS CEO Bas van der Veldt adds: “Just like sports and theatre, music is pure emotion; it touches people. Music is a world in itself, and a language that everybody understands. Music brings people together. We believe that AFAS Live offers a multitude of possibilities for sharing unique and unforgettable experiences with our business relations.”

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