Football Club Ajax - The Case Centre

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Case

Reference no. IMD-3-1323

Subject category: Strategy and General Management

Authors: Robert S Collins (International Institute for Management Development (IMD)); Jean-Pierre Jeannet (International Institute for Management Development (IMD)); Lisa (Mwezi) Schupbach (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 2003

Version: 27.06.2003

Length: 16 pages

Data source: Published sources

Topics: Strategy; Business model; Sports operations; Global branding; Sports sponsorship and merchandising

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Abstract

This case describes the business operations of Ajax Football Club, one of Europe''s leading professional football clubs. Part of the case are the financial and operational figures, the club strategy with respect to players, the stadium, and the business model on the revenue and cost side. The case also details the effort to build Ajax as a global sports brand. The case was written in conjunction with a series of cases: ''Real Madrid Club de Futbol'' (IMD-3-1321), ''Juventus Football Club'' (IMD-3-1320) and ''Manchester United Plc'' (IMD-3-1319) from public sources and to demonstrate business strategy concepts in the sports environment. Intended for use with both student and executive audiences.

Location:

The Netherlands, Europe

Industry:

Football, sports

Size:

EUR66 million

Other setting(s):

2003