marc van leest (fc ajax) @ cmc sport en nieuwe media

Mark van Leest Head of Media m.van.leest@ajax.nl Pseudo: Branded Content Specialist

TOP Football Brands 2012

Champions League titles

9x Real Madrid CF

7x AC Milan

5x Liverpool FC

5x FC Bayern München

4x AFC Ajax

4x FC Barcelona

3x Manchester United FC

3x Internazionale

Ajax First Team

Home grown players: 64% Average age: 22

Youth Players

0.0% 3.8% 7.7% 8.0% 8.0% 8.7% 10.7% 10.7% 12.0% 13.8% 13.8% 14.3% 15.4% 16.0% 16.7% 16.7% 17.4% 19.2%

24.0% 24.0% 24.1% 25.9% 26.1% 26.9% 26.9% 27.3% 29.6% 30.4%

40.0% 44.0%

55.2% 59.3%

CFR 1907 Cluj Olympiacos FC

Manchester City FC SL Benfica

Valencia CF Chelsea FC

Internazionale Milano FC Paris St-Germain FC

SC Braga Celtic FC

RSC Anderlecht Galatasaray SK

Juventus FC Málaga CF

Borussia Dortmund Milan AC FC Porto

FC Shakhtar Donetsk FC Schalke 04

GNK Dinamo Zagreb FC Spartak Moskva

Arsenal FC Real Madrid CF

Bate Borisov FC Zenit St Petersburg

FC Nordsjaelland FC Dynamo Kyiv

FC Bayern München Manchester United FC Montpellier Hérault SC

AFC Ajax FC Barcelona

Champions League participants (12/13)

28.1 27.8 27.7 27.6 27.6 27.5

27.2 27.2 27.1 26.9 26.8 26.8 26.7 26.6 26.5 26.4 26.3 26.2 26.2

25.9 25.9 25.8 25.6

25.1 25.1 25.0 25.0 24.9

24.7 24.1 24.0

22.6

Juventus FC Paris St-Germain FC

CFR 1907 Cluj FC Zenit St Petersburg

Internazionale Milano FC Galatasaray SK

SC Braga Olympiacos FC

Chelsea FC Málaga CF

Milan AC FC Bayern München

Montpellier Hérault SC Real Madrid CF

FC Shakhtar Donetsk Bate Borisov

Manchester City FC SL Benfica

FC Barcelona Valencia CF Arsenal FC

Manchester United FC FC Dynamo Kyiv RSC Anderlecht

FC Nordsjaelland GNK Dinamo Zagreb

FC Schalke 04 FC Spartak Moskva Borussia Dortmund

Celtic FC FC Porto AFC Ajax

Champions League participants (12/13)

4 4 7

14 15 15 18 18 18 20 20 21 21 21 22 22 22 24 26 26 27 30 32 32

36 37 39 41 43 44

53 68

Olympiakos Nicosia FC CFR 1907 Cluj

FC Nordsjaelland Borussia Dortmund

Málaga CF Galatasaray SK

SC Braga Manchester City FC

Juventus FC Valencia CF

Internazionale Milano FC Montpellier Hérault SC

FC Schalke 04 Chelsea FC

RSC Anderlecht Milan AC

Bate Borisov FC Zenit St Petersburg

SL Benfica FC Spartak Moskva

Celtic FC Arsenal FC

Paris St-Germain FC FC Bayern München

Manchester United FC GNK Dinamo Zagreb

FC Porto FC Shakhtar Donetsk

Real Madrid CF FC Dynamo Kyiv

FC Barcelona AFC Ajax

Champions League participants (12/13)

Home-grown players in 1st team Average age 1st team Club-trained players at European clubs

55.2% 22.6 68

Sour

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13)

Youth Academy

Caps   Ajax 1  Frank de Boer   112   328  Wim Jonk   49   96  Dennis Bergkamp   79   185  Marc Overmars   86   136  Edwin van der Sar   130   226  

456   971  

Football Knowhow

International* Fanbase

Total population 16-69 years

Football Interested Very interested / Interested

Awareness Ajax Amsterdam

Ajax Interested Very interested / Interested

Fan Potential Ajax Very interested

Fans of Ajax Favorite foreign football club

1559,55

619,30

308,26

77,55

22,89

2,45

Figures in millions, Repucom 2012 * Argentina, Brazil, China, France, Germany, India, Italy, Japan, Malaysia, Russia, Singapore, South Africa, South Korea, Spain, UAE, U.K., USA Base: 17000 representative citizens between the ages of 16-69

Know your fans

Organic traffic Behavioural targeting

Create meaningful fan relations

Behavioural Targeting + CRM = Personalisation

Keep it social!  

The future is near

  Personalisation + Geo targeting + Time = Context    

Global Mobile Traffic

Fan experience

Engagement level

Experience level

Highlights on TV

Live watching on TV

Live watching in bar with

friends

Live presence in stadium

Stadium programme Online: - Social Media

- Stats - Betting - L.B.S.

Experience

Information

Entertainment extension

Number of visitors in stadium

Time

Prior to Match

First half Second half Post match

Current in- and out flow

Required in- and out flow

Stadium programming

Mega screens / narrowcasting / projectors / mobile

Connectivity

Social: Fans become embassadors L.B.S.: E-wallet / pre-ordering / access / parking Entertainment: Stats / betting / video feeds

Video – What’s coming

Google Glass KPN LTE Broadcast Demo

Innovation at ArenA; experience at Ajax