DIPLOMA IN CLUB MANAGEMENT

Ajax in FIFA

Mike Niedland

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OUR BRAND DNA

3 DIPLOMA IN CLUB MANAGEMENT Ajax is…

CREATIVE You won’t see it coming

FEARLESS No challenge is too big

TALENTED Hello mind blowing skills

THE BEST Good is never good enough DIPLOMA IN CLUB MANAGEMENT For the future

We want to be the most iconic and successful club when it comes to inspiring and developing the legends of tomorrow. DIPLOMA IN CLUB MANAGEMENT

WE PROOF FOR THE FUTURE DIPLOMA IN CLUB MANAGEMENT

Our brand dna ON THE PITCH

7 DIPLOMA IN CLUB MANAGEMENT We don’t buy legends, we create them

Matthijs de Ligt

Youngest player in an European final at age 17 Youngest captain in the UEFA Champions League semi-finals

Youngest captain of Ajax 1 at age 18 Winner of the 2018 Golden Boy Award DIPLOMA IN CLUB MANAGEMENT Something we’ve been doing for a very long time DIPLOMA IN CLUB MANAGEMENT

Our brand dna IN CAMPAIGNS

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Our brand dna IN DOMAINS

13 DIPLOMA IN CLUB MANAGEMENT AJAX ESPORTS

We want to inspire and educate gamers from all over the world to be the best they can be.

More followers for Ajax Esports channel than most clubs on main channel. DIPLOMA IN CLUB MANAGEMENT AJAX WOMEN

It’s not just about winning and being the best Women’s team out there.

It’s about inspiring young girls and facilitating their dream to be the next big thing.

‘For the future’ is for everyone.

More followers for Ajax Women channel than most Eredivisie clubs on main channel. DIPLOMA IN CLUB MANAGEMENT AJAX FOUNDATION

Ajax Playground VU Children’s Hospital Only Friends Life Skills & Clinics DIPLOMA IN CLUB MANAGEMENT

AND TO OUR FANS ALL OVER THE NETHERLANDS AND WORLDWIDE DIPLOMA IN CLUB WE HAVE MORE FOLLOWERS THAN ALL MANAGEMENT EREDIVISIE CLUB COMBINED

5.5M

3.3M 2.7M 2.3M DIPLOMA IN CLUB MANAGEMENT FANS

HIGH MIDDLE LOW 59% 31% 10%

81% 19% 15.2% 16.2% 15% 20,54%

18,18% 48.9%

16,00% 48.5% 21.7% 15,00%

12,50% 29.3% 16.9% 24.2% 8,3% 5,33% 4,35% 32.5% 18.2%

0-12 13-1718-24 25-30 31-40 41-50 51-60 61+ 8.5% DIPLOMA IN CLUB Social growth MANAGEMENT

Total followers

2017 2021

0.6M 5.5M

0.9M 1.4M

2.3M 3.3M

0.2M 0.7M

- 1.7M

Total 4.0M 12.6M DIPLOMA IN CLUB MANAGEMENT DATABASE

Total Ajax database: 725.000; of which with interest in Esports: 75.000*

725.000 36M 41M 4M

18M 18M 23M 26M 75.000 3M 4M

*Emailings can be send to the overall database DIPLOMA IN CLUB MANAGEMENT 02

ESPORTS

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LIKE US, THERE ARE MANY BRANDS THAT LOOK FOR NEW WAYS TO CONNECT WITH THE ONLINE ORIENTED TARGET AUDIENCE

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120M 47M Players Live views FIFA eworld cup WHAT ARE THEIR INTERESTS?

35% learn and advise

30% playing tournaments 1.2M 650K 28% meet hero’s Dutch FIFA players Prefer Ajax DIPLOMA IN CLUB MANAGEMENT

TOP 10 OF THE WORLD TOP 20 OF THE WORLD 265k Esports followers across all platforms WINNER ZIGGO EBATTLE

4-6% Engagement rate AJAX IS THE GLOBAL 5K 75K “ 2016 2020 LEADER IN THE DIGITAL SPACE.” In database board EA Sports DIPLOMA IN CLUB MANAGEMENT

Esports Biggest challenge

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HOW TO BE UNIQUE In a world where EA Sports & gaming platforms control the entire ecosystem. DIPLOMA IN CLUB MANAGEMENT DIPLOMA IN CLUB MANAGEMENT

REACH ALL THE FIFA PLAYERS IN THE WORLD THROUGH THE AJAX GAMING ACADEMY DIPLOMA IN CLUB MANAGEMENT

AN OWNED PLATFORM THAT EDUCATES YOU TO BECOME A BETTER FIFA PLAYER THROUGH TUTORIALS AND TOUNAMENTS DIPLOMA IN CLUB MANAGEMENT FIFA TUTORIALS TO IMPROVE YOUR SKILLS DIPLOMA IN CLUB MANAGEMENT WEEKLY ONLINE TOURNAMENTS DIPLOMA IN CLUB MANAGEMENT

USERS EARN, SHARE, PLAY OR WIN AND GET REWARDED IN COINS AND BADGES OR RECEIVE VOUCHERS OF OUR PARTNERS DIPLOMA IN CLUB MANAGEMENT

Esports Our strategy

35 DIPLOMA IN CLUB MANAGEMENT Focus on esports funnel

To be able to grow on both the AJAX ESPORTS FUNNEL commercial as well as the marketing side we engage our fans as much as Global FIFA players possible through the funnel strategy. 120M

1. Develop a clear communication Followers owned channels strategy to be able to grow you owned 265K channels. 2. Use database activation tools to get to Fans in Database know your fans and increase 75K commercial value. 3. Create merchandise (with partners) Sales in € (2021) relevant for the target audience to 200K increase sales. DIPLOMA IN CLUB MANAGEMENT

Esports Partnership model

37 DIPLOMA IN CLUB MANAGEMENT Why an esports partnership?

To be able to benefit from a AJAX ESPORTS FUNNEL partnership we ask potential partners what their commercial goals are. 120M Global FIFA players

250K Followers owned channels

Exposure 75K Fans in Database Brand loveability / Product promotion Sales in € Optimize conversion 200K DIPLOMA IN CLUB MANAGEMENT PARTNER ASSETS

Association Exposure Players Digital

Activations Leads Ajax Gaming Academy Licensed Product DIPLOMA IN CLUB MANAGEMENT PARTNER ASSETS

Association: Right to associate with Ajax Esports

Exposure: LED Boarding during home games Ajax1 Narrowcasting during livestreams Commercials during livestreams

Exposure DIPLOMA IN CLUB MANAGEMENT PARTNER ASSETS

Players Use of Eplayers for activations, promotions, branded content

Digital Branded content on owned channels

Activations Dedicated activation to promote brand, e.g. Subway Masterclasses

Brand loveability / Product promotion DIPLOMA IN CLUB MANAGEMENT PARTNER ASSETS

Leads Highly targeted mailings to our database

Ajax Gaming Academy Unique app to play FIFA tournaments, mini games, and watch tuturials

Licensed Ajax x brand products E.g. gaming chair, headphones etc

Optimize conversion DIPLOMA IN CLUB MANAGEMENT

Esports Proven partnership cases

43 DIPLOMA IN CLUB MANAGEMENT DIPLOMA IN CLUB MANAGEMENT Ziggo ajax next eplayer

Campaign // An online show in which Ziggo & Ajax will look for the best FIFA talents with one big prize on the line, a one year professional FIFA contract at Ajax Esports.

Goal // Engage fans

Brand values // Create a unique experience for fans & make dreams come true.

Results 31.442 Participants out of 67 countries DIPLOMA IN CLUB MANAGEMENT EA Sports Future star Antony

Campaign // Every year, EA Sports announces the EA Sports Future Stars, the most promising talents who will get a special player card in FIFA. This year our Brazilian player Antony was represented as on of the Future Stars.

Goal // Surprise FIFA fans all over the world with a Future Star Antony campaign.

Results 4.000.000+ views on owned & earned channels 3.000+ new fans in the database DIPLOMA IN CLUB MANAGEMENT DIPLOMA IN CLUB MANAGEMENT Subway choose the best

Campaign // Subway & Ajax offer fans tips & tricks about how to develop in FIFA. Through content, masterclasses & instore activations Dutch FIFA fan are being reached.

Goal // Increase brand loveability through activities relevant for the esports audience.

Brand values // Subway is the expert in creating your ideal sandwich, Ajax Esports is expert in FIFA. Together we create content around advising fans to get better in FIFA with relevance for Subway & Ajax.

Results 3.000.000 views+ DIPLOMA IN CLUB MANAGEMENT

Thank You!

We need each other to make the FIFA esports industry a success, so feel free to reach out!

LinkedIn: linkedin.com/in/mikenieland/ Telephone number: +31 6 420 922 49

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