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 ...
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%
...
Youth Academy
Caps	
   Ajax 1	
  
Frank de Boer	
   112	
   328	
  
Wim Jonk	
   49	
   96	
  
Dennis Bergkamp	
   79	
   185	
  
Marc O...
International* Fanbase
Total population
16-69 years
Football Interested
Very interested / Interested
Awareness
Ajax Amster...
Know your fans
Organic
trafficBehavioural targeting
Create meaningful fan relations
Behavioural Targeting
+
CRM
=
Personalisation
Keep it social!	
  
The future is near
	
  
Personalisation
+
Geo targeting
+
Time
=
Context	
  
	
  
 
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
Global Mob...
Fan experience
Engagement level
Experience level
Highlights
on TV
Live watching
on TV
Live watching
in bar with
friends
Li...
Entertainment extension
Number of visitors in stadium
Time
Prior to
Match
First half Second half Post match
Current in- an...
Stadium programming
Mega screens / narrowcasting / projectors / mobile
Connectivity
Social: Fans become embassadors
L.B.S.: E-wallet / pre-ordering / access / parking
Entertainment: Stats / bet...
Video – What’s coming
Google GlassKPN LTE Broadcast Demo
Innovation at ArenA; experience at Ajax
Marc van Leest (FC Ajax) @ CMC Sport en Nieuwe Media
Marc van Leest (FC Ajax) @ CMC Sport en Nieuwe Media
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Marc van Leest (FC Ajax) @ CMC Sport en Nieuwe Media

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Marc van Leest (FC Ajax) @ CMC Sport en Nieuwe Media

  1. 1. Mark van Leest Head of Media m.van.leest@ajax.nl Pseudo: Branded Content Specialist
  2. 2. TOP Football Brands 2012
  3. 3. 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
  4. 4. Ajax First Team Home grown players: 64% Average age: 22
  5. 5. 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)
  6. 6. Youth Academy
  7. 7. 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
  8. 8. 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
  9. 9. Know your fans Organic trafficBehavioural targeting
  10. 10. Create meaningful fan relations Behavioural Targeting + CRM = Personalisation
  11. 11. Keep it social!   The future is near   Personalisation + Geo targeting + Time = Context    
  12. 12.                                               Global Mobile Traffic
  13. 13. 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
  14. 14. 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
  15. 15. Stadium programming Mega screens / narrowcasting / projectors / mobile
  16. 16. Connectivity Social: Fans become embassadors L.B.S.: E-wallet / pre-ordering / access / parking Entertainment: Stats / betting / video feeds
  17. 17. Video – What’s coming Google GlassKPN LTE Broadcast Demo
  18. 18. Innovation at ArenA; experience at Ajax

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