Turnover from business seats and skybox seats also remained stable in the years prior to
the move. The business seats and skybox seats in the 'De Meer' stadium were completely
sold out. The ArenA accommodates a significantly higher number of business seats and
skybox seats, which were sold at higher prices than the seats in the 'De Meer' stadium.
These seats were sold out completely in the financial year 1996/1997, and are sold out for
the current and next financial year.
The limited gate receipts from league, Amstel Cup and friendly matches is the result of the
limited number of tickets which can be sold for competition matches. This applies to the
financial years i994/i995> 1995/1996 when Ajax played its home matches in the 'De Meer'
stadium as well as to the financial year 1996/1997 when the ArenA had become the club's
home ground.
Indirect income from matches includes mainly income from renting out players to the
Dutch national side and renting out players to other clubs.
Net turnover sponsoring and advertising
NLG '000 01/07/97- 96/97 95/96 94/95
31/12/97
Sponsoring, 11,207 100 13,978 100 11,946 100 11,082 100
advertising and
other income
Since the financial year 1994/1995, 14 sponsors have been supporting Ajax, of which ABN
AMRO is the club's shirt sponsor and Umbro is the sponsor of the Ajax outfit. These two
sponsors have, together with sub-sponsor Canal+, made considerable contributions to net
turnover from sponsoring and advertising. In the period from 1994/1995 to 1996/1997, this
turnover increased by 26.1% to NLG 14.0 mln.
The income from sponsoring has been almost equal in the financial years 1994/1995 and
1995/1996. In 1996/1997 the income from sponsoring has risen due to an increased
contribution of the clothing sponsor.
The growth of turnover from advertising is mainly the result of the matches in the
European Super Cup and the World Cup for club teams played during 1995/1996. In the
1996/1997 financial year, various new opportunities for advertising have been created.
Examples are the rotating advertising boards in the ArenA stadium.
Net turnover television rights
NLG '000 01/07/97- 96/97 95/96 94/95
31/12/97
Television rights 3.338 100 5,282 100 3.099 100 1,521 100
Net turnover from television rights is generated from several contractual agreements
regarding broadcasting and highlights of Ajax' matches. See 'The Company, Organisation
and Activities, Media'.
The payment structure of the contract between KNVB and NOS is the reason for the
growth in income from television rights. Furthermore, additional income from television
rights was generated by playing matches in the European Super Cup and the World Cup
for club teams. In the financial year 1996/1997, Ajax received an exceptionally high
contribution regarding the activities of the former Sport 7 station. After this, the KNVB
closed a new contract with the NOS, the national broadcasting company. The terms of this
new contracts will result in a further increase of the turnover from television rights for
Ajax.
