DIPLOMA IN CLUB MANAGEMENT Ajax in FIFA Esports Mike Niedland 1 DIPLOMA IN CLUB MANAGEMENT 01 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 10 DIPLOMA IN CLUB MANAGEMENT DIPLOMA IN CLUB MANAGEMENT DIPLOMA IN CLUB MANAGEMENT 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 Eredivisie 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 22 DIPLOMA IN CLUB MANAGEMENT LIKE US, THERE ARE MANY BRANDS THAT LOOK FOR NEW WAYS TO CONNECT WITH THE ONLINE ORIENTED TARGET AUDIENCE 23 DIPLOMA IN CLUB MANAGEMENT 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 FOOTBALL SPACE.” In database board EA Sports DIPLOMA IN CLUB MANAGEMENT Esports Biggest challenge 27 DIPLOMA IN CLUB MANAGEMENT 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 49.