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Case

AFC AJAX melts trophy for fans

  • Client

    Ajax

  • Service

    Strategy, Concept, Campaign, Video, Social

  • Date

    2021

All season ticket holders received ‘a piece of Ajax’

After an exceptional football year without supporters in the stadium, Ajax decided to melt down its champion trophy and create over 42,000 small champion stars. Shortly after the club was crowned champion of the Dutch Eredivisie, each season ticket holder received their share of the champion trophy, or, as Ajax calls it: ‘a piece of Ajax’. This allowed the club to physically share the championship and the 35th trophy with their fans.

For the fans

General Director Edwin van der Sar: ‘This season, we have largely had to play without our fans. Well, without them sitting in the stands, at least. Despite this, we have felt their support every week. On the way to the stadium, on social media and in our personal contacts. Previously, when we said ‘this title is for you’, we were expressing how we were doing it for the fans, however sharing the trophy is the ultimate proof that we really are. After a turbulent year, we are ensuring our fans feel part of our championship.’

All season ticket holders received a star weighing 3.45g, 0.06g of which came from the trophy.

Playing without supporters has also been strange for the players. Ajax captain Dušan Tadić: ‘Playing in an empty stadium doesn’t compare with an atmospheric Johan Cruijff ArenA. We have really missed our supporters over the past season here in Amsterdam and during all our matches. We therefore want to dedicate this title to our fans and can’t wait to play in front of them again.’

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