New Sponsor For Heineken Music Hall

AFAS, a Dutch software company, has been announced as new naming partner for the Live Nation-owned in Amsterdam, Netherlands. 

The 6,000-capacity venue will be known as AFAS Live effective Jan. 1. The agreement ends a 15-year long partnership with Heineken, which remains the venue’s beer supplier.

The coming months will see the rebranding of the venue, including a “completely new look” for its façade, according to the announcement. The venue opened in 2001 with Heineken on board. It has been praised for its acoustics, attracting around 600,000 visitors a year.