Ajax named winner of Dutch anti-quackery prize over supplement deal

The Dutch Association Against Quackery named Ajax the winner of its 2026 Meester Kackadorisprijs on Friday, citing the football club’s partnership with supplements company Vitakruid. [1] [2]

Ajax named Vitakruid its official nutrition supplier in January under a deal lasting until at least the 2027–28 season. The club said it would use a range of products, while the partners planned to share content with supporters about players’ performance and recovery routines. The prize jury says Vitakruid makes health claims without adequate scientific support and argues that the Ajax partnership lends those claims credibility. [3] [2]

Ajax has said diet, training, recovery and lifestyle remain the foundation of its players’ programme, with supplements potentially supporting individual adult players’ needs. In an earlier response to criticism from Dutch consumer programme Radar, Vitakruid defended its marketing and said disputed advertising statements had been approved by the Keuringsraad, a Dutch advertising review body. [4] [5]