The social preventive policy is aimed at preventing vandalism by Ajax supporters, by
obtaining more insight into the composition of this group of loyal fans and by increasing
the bond between the Company and this core group. These goals are pursued through the
Axios foundation, which is financed by Ajax and the city of Amsterdam and the
employment of three staff members, who operate among the 'core supporters' from a
position of trust.
Sponsoring and advertising
Ajax currently offers its customers an almost standard package, consisting of advertising
time at and around matches, relationship marketing and the opportunity to associate
themselves with 'Ajax in their general advertising. As regards the shirt sponsor
(ABN AMRO) and the clothing sponsor (Umbro), special arrangements have been made
Income from advertising comes from advertising boards on and around the pitches,
advertising on the big screens and advertising in the programme.
Apart from sponsoring and advertising contracts, Ajax holds a number of supplier
contracts which include favourable purchasing conditions and advertising arrangements.
Ajax' policy is aimed at extensive co-operation with a number of partners who are looking
to fully integrate their sponsorship into their communication strategy, preferably
internationally. This creates a maximum contribution to the global exploitation of the name
and logo of Ajax.
Media activities also include the exploitation of television rights. Regarding television
rights, the strategy of Ajax is ultimately to negotiate these rights directly.
In addition, the Ajax management expects to develope the following activities:
Selling live matches abroad.
Making own television programmes and selling these worldwide.
Anticipating distribution of such developments as pay-per-view and video-on-demand.
Live football matches are the most watched programmes in the Netherlands (see table).
Top 10 viewing figures Dutch television, 1997
Number of viewers
TV News 20.00 hours
San Marino-the Netherlands
Source: NOS (Dutch national broadcasting company)
The KNVB has entered into an agreement with the NOS with regard to broadcasting and
highlights of matches in the Eredivisie until July 1, 1999.
As the collective exploitation of the television rights possibly is a violation of the 'Besluit
Horizontale Prijsbinding' (Resolution Horizontal Price Maintenance), the KNVB has asked
the Minister for Economic Affairs for an exemption. The Minister has judged that the
applicable stipulations from the articles of association and regulations of the KNVB do not
meet the current exemption criteria. To prevent undesired shock effects, however, an
exemption has been granted by way of a transition arrangement until 1 July 1998.