The merchandising strategy is aimed at increasing income, both by increasing sales and
Emphasis will be placed both on the expansion of the number of distribution channels
and the expansion of the number of products that will be offered. Furthermore, subject to
the conditions of current contracts, in-house selling of Ajax products will become more
The strategy towards exploitation of television rights is aimed at direct negotiations. The
development of new media concepts (such as 'pay-per-view') will also be monitored
constantly. This makes it possible to react adequately if opportunities arise to tap new
sources of income.
Football comprises the following activities:
1. Professional football.
2. Amateur football.
3. Youth training programme.
5. Strategy towards players.
6. Supporter management.
The first team plays professional football in the Premier Division, the national cup
competition, international cup competitions and plays friendly matches.
Ajax is the most successful club in the Netherlands. In total, the first Ajax team has won
the league title 27 times, including 19 times since the introduction of professional football
in 1954. In 43 seasons of professional football, the Company ended in the top 3 38 times.
In the past ten years, including this season, Ajax has won the championship 5 times and
was runner-up 3 times.
The national cup (the Amstel Cup) has been won 10 times since the start of professional
football in the Netherlands. Ajax also lost 4 finals.
Ajax is also one of the most successful sides where European cup competitions are
concerned. The European Cup has been won 4 times, and the European Cup Winners Cup
(currently: Champions League) and the UEFA Cup once each. If the current qualification
demands were projected on Ajax's past performance, the club would have been playing in
the Champions League 4 out of every 10 years (and possibly 8 years) directly, and
additionally would be playing four times in the qualifications.
The following table states the number of matches played by Ajax's first team in the various
competitions in recent years:
1996/1997 1995/1996 1994/1995 1993/1994
Premier Division 34 34 34 34
Amstel Cup 1234
European competitions 10 11 11 6
Friendties 16 14 13 11
Total 61 61 61 55
Ajax' second eleven is part of the professional football activities of Ajax and serves as a
springboard for young talented players to the top.
The squad generally consists of players younger than 21 years. The second team also
offers first team players who have been injured or are out of form the opportunity to
regain or maintain match fitness.
The second team plays in the competition for reserve teams. The professional football
activities are lead by the Director of Professional Football of Ajax.
Next season the second team will take part in the national cup competition as well, as a
result of their championship realised on April 27, 1998.