Mark van Leest Head of Media [email protected] 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
ce:
CIES
Foo
tbal
l Obs
erva
tory
(20
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