De presentatie die Mark van Leest van Ajax gaf tijden het Mediapark Jaarcongres 2014 over zijn functie als Head of Media bij Ajax. Meer info: www.mpjc.nl

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)

4. Youth Academy

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

9.
Global Mobile Traffic

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