Heineken Music Hall January further as AFAS Live

Heineken Music Hall January further as AFAS Live

The Heineken Music Hall hot from 1 January 2017 AFAS Live. The software company is the new sponsor of the concert venue.

The company wants in addition to concerts and evemenenten, such as comedy and dance performances, more in the business market. The facade of the building will soon have a new look and a new corporate identity implemented.

“Like sports and theatre, music is pure emotion, people will be touched. (..) With AFAS Live, we see many incredible possibilities to create unique and unforgettable experiences with our relationships, to share,” said AFAS-director Bas van der Veldt.

It is according to the Financieele Dagblad unclear for what amount AFAS Software has connected to the hall. Van der Veldt calls the name change “a relatively radical change”.

“There are two mistakes made with the Heineken Music Hall. That name is too long and too much on music-oriented. While there are also other events, such as the later shows of Freek Vonk and the presentation of the Televizier Ring. In addition, bekt the abbreviation HMH also not good and is the name Heineken therein disappeared”, says the managing director at FD.


Heineken was fifteen years, a long time sponsor of the famous hall in Amsterdam. The brand remains the solid beer in the lounge. “Now the time has come for the baton to be transferred to the new eponymous partner of AFAS,” says marketing director of Heineken Bram Westenbrink.

In the room there is space for 6,000 visitors. More than 600,000 visitors come each year to the location in Amsterdam South-east. AFAS Live is part of entertainment company Live Nation. Many international artists performed in the hall that was founded in 2001 by concert promoter Mojo.

AFAS Software has also already had his name connected with the circus Theatre in Scheveningen and the stadium of football club AZ.

Follow us

Don't be shy, get in touch. We love meeting interesting people and making new friends.

Most popular