Mark van leest (AFC Ajax) @ MPJC 2014
3 likes1,924 views
The document discusses the profile of Ajax's first team, highlighting that 64% of players are home-grown with an average age of 22. It mentions various football clubs that participated in the Champions League and presents data on Ajax's fanbase and engagement strategies. The text emphasizes the importance of personalized fan experiences and advanced technologies in enhancing audience engagement.
Mark van leest (AFC Ajax) @ MPJC 2014
- 1. Mark van Leest Head of Media m.van.leest@ajax.nl Pseudo: Branded Content Specialist
- 2. Ajax First Team Home grown players: 64% Average age: 22
- 3. 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 Source:CIESFootballObservatory(2013)
- 5. 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
- 6. 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
- 7. Know your fans Organic trafficBehavioural targeting
- 8. Create meaningful fan relations Behavioural Targeting + CRM = Personalisation
- 10. Shit hits “de fan”
- 11. Keep it social! The future is near Personalisation + Geo targeting + Time = Context
- 12. 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
- 13. 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
- 14. Stadium programming Mega screens / narrowcasting / projectors / mobile
- 15. Connectivity in stadiums Social: Fans become embassadors L.B.S.: E-wallet / pre-ordering / access / parking Entertainment: Stats / betting / video feeds
- 16. Video – What’s coming Google GlassKPN LTE Broadcast Demo
- 17. Thank you!
- 18. Mark van Leest Head of Media m.van.leest@ajax.nl Pseudo: Branded Content Specialist