THE AJAX PHILOSOPHY WHY WE ARE HERE

We want to provide the youth with chances and dreams and inspire and entertain people from all over the world with our way of playing the game. HOW WE EXPRESS THIS

By always going for the win with attacking and creative football. HOW WE APPROACH THIS

By developing and educating players who can make a difference, through one of the best academies in the world. OUR CORE VALUES WE WANT TO BE THE BEST WE FLOURISH TALENT WE THINK OFFENSIVE

WE REINFORCE EACH OTHER

WE SHOW LEADERSHIP

WE FROM AMSTERDAM; WE APPROACH DIRECT WHAT MAKES US UNIQUE AND LIKEABLE? That’s what we are proud of and what people all over the world think about when they hear our name. AJAX IS THE HARVARD OF FOOTBALL “ TOBY ALDERWEIRELD, PLAYER OF TOTTENHAM “ THE GRANDCHILDREN OF CRUYFF

“ THE WORLD IS AT THE FEET OF THE YOUNG AJAX TEAM OUR BELIEF VIDEO OUR BELIEF FOR THE FUTURE

We want to be the most iconic and successful club when it comes to inspiring and developing the legends of tomorrow. OUR PROOF A CLUB FOR PLAYERS, BY PLAYERS 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-FI NALS YOUNGEST CAPTAIN OF AJAX 1 AT AGE 18 WINNER OF THE 2018 GOLDEN BOY AWARD LEGENDS WE HAVE CREATED OUR LEGENDS OF TOMORROW EDUCATION HAS BEEN AND STILL IS THE CORE OF OUR GAME AND THE Principal recruiting clubs for big-5 league teams FOUNDATION 22 21 OF OUR ACCOM- 20 PLISHMENTS 17 17

SOURCE: CIES FOOTBALL OBSERVATORY MARCH 2020 86% OF ALL AJAX- TRAINED PLAYERS HAVE BECOME PRO- FESSIONAL FOOTBALLERS INTERNATIONAL WE HAVE FANS ALL OVER THE WORLD

167M 41M 96M 24M 22M 10M

11M 3M 17M 3M 52M 7M

M M PREFER AJAX PREFER AWAREOFAJAX 15 2 AND SPREAD ACROSS EUROPE

11M 3M 19M 26M 5M 6M 37M 21M 9M 5M 26M 28M 7M 7M PREFER AJAX PREFER AWAREOFAJAX WE EXPORT OUR FAMOUS TRAININGS METHODS ACROSS THE WORLD TO INSPIRE AND DEVELOP TALENTS WE EDUCATE AND EMPOWER TALENT ALL OVER THE WORLD

US OFFICE

APAC OFFICE “WE STRONGLY BELIEVE THAT A YOUTH ACADEMY SHOULD BE THE FOUNDATION OF EVERY CLUB’’ OUR GOALS IN THE UNITED ARAB EMIRATES INTRODUCTION

We believe that the development of our commercial activities in the UAE is in line with our strategy in this region. As our ambition is to grow further on a global level and we want to inspire football players, coaches with the Ajax philosophy of playing the game. COMMERCIAL ACTIVITIES CAMPS & CLINICS United Arab Emirates COACHING SEMINARS

Youth development

Coaching seminars led by Ajax experts, Sharjah FC and the Sharjah Sports Council, providing youth development content. Coach the coach program to educate coaches about Ajax’ philosophy and methodology.

• Coach education for local coaches • Introductory webinars and courses for independent, selected coaches • Intensive 2-days topic-specific online courses (e.g. Youth scouting, talent identification, tactical analysis) IN-SCHOOL PROGRAM

Football program

Build a comprehensive football development program to be implemented in local schools willing to promote their sports curriculum in exchange for a fee.

• Connect with young talent and the fans of tomorrow at an early stage • Provides a talent stream to the Sharjah FC youth academy

Ajax and Sharjah FC coaches to operate on the ground across the different age groups: • Kindergarten (4-5 y.o.) • Primary School (6-11 y.o.) • Preparatory Stage (12-14 y.o.) • Secondary School (15-17 y.o.) FUTURE CUP MIDDLE-EAST

Football, Brand, Media activation

During the event co-organized at the club’s facilities, Sharjah FC U-17 and 3 of the best youth teams in the area compete to gain access to the Amsterdam Grand Final.

Ajax deliverables* Sharjah FC deliverables* • IP rights • Facilities & local organization, liaison with third parties • Event program • Organizational costs & personnel • Experts & know-how • Revenue generation commitment • Quality standards • Revenue generation Joint benefits* commitment • Emerge as regional leader in youth development • Grow brand and international dimension • Increase level of competitions for local players • Event generated revenues (commercial, media, ticketing…) • Scout regional talent easily

*The project’s development requires additional research and discussion LEGENDS TOUR

Brand, Media activation, Fan engagement

3 vs 3 Tournament starring Ajax and local legends. Fans win the possibility to engage with legends.

Collateral activities: • Ajax Amsterdam street culture festival: Ajax fandom history exposition, music, food • Legends tournament trophy tour: Ajax to bring UEFA Champions League trophy. • Possibility to integrate with Future Cup Middle East creating a 360* event • VIP packages: legends signing sessions and extra-activities (talks, dinners) AJAX EXPERIENCE

Brand activation, Fan engagement

First-ever Ajax Interactive Center outside of The Netherlands, designed to maximize customer experience and provide a full immersion in the Ajax world.

The facility may include: • Ajax museum: permanent and temporary expositions • Ajax megastore • Ajax – Sharjah FC partnership dedicated space • VR Johan Cruijff ArenA tour • Match-day experience simulator • Viewing parties, events dedicated rooms and services MERCHANDISING

Brand activation

Celebrate Ajax – Sharjah FC partnership, clubs’ histories, synergies, cultures, and achievements through exclusive co-branded merchandise.

• Limited edition jerseys and accessories • Activate and engage fans through exclusive merchandising launch events (e.g. NY Time Square) • Serve local fans directly or by establishing new e-commerce channels in the region • Adidas’ involvement: combine local heroes with global heroes MEDIA ACTIVATIONS DOCUMENTARY

Tell our story

The co-produced documentary provides the audience with unique insights about Ajax staff at Sharjah FC, Sharjah FC’s youth program and the coach education part of the partnership.

Global showcase for our partnership, aimed at: • Promoting the clubs’ images and cultures • Improving brand awareness • Increasing regional commercial appeal • Monetize media content and establish relationships with locally active agencies • Generating direct revenues through a presenting partner and distribution SOCIAL SERIES

Social media activation

Social media short-video series starring youth teams' players by position them as future legend. Besides, the series will include foreign and local coaches, fans and other personalities operating within the partnership.

Intended to send the audience and stakeholders a clear message and build the narrative: Ajax and Sharjah FC commit #ForTheFuture of Emirati football, jointly building on the most precious resource: local young talent. THANK YOU! Thank you!