I had this problem myself so I figured out I’ll explain…
As a European (not living in Ireland) you’d have to pay/loose 14€ of Irish VAT when buying your Dev Program. So the solution is to call Apple (their “Business” people), give them your VAT Number, then they can “buy” you (by giving your credit card number over the phone) the Dev Program for approx. 65 € (so the price without VAT).
You then get an Invoice and an “activation code”. This is where the weirdness begins 🙂
They ask you to click this link, but it’s misleading. It won’t “activate”/”renew” your Dev Program. Instead, here what you need to do. (Check the answer)
Do as if you’d “buy” a Mac Dev Program (so the full fledge 80 €), until you have this in your “Cart” but don’t Checkout. DO NOT. You have already paid, ¡¿are you loco?! 🙂
Now find back this “activation” email, click this link, copy paste the code in the box, and click the button, and boom!
Your program is now activated/renewed, you get an E-mail confirming your purchase, and your cart is now empty!
You’re welcome! 😉