Sep 28, 2022
Dutch football club AFC Ajax has melted down their 35th Eredivisie cup after winning the league last season. They’ve turned the trophy into 42,000 silver star mementos, each weighing 3.45g, which they’re distributing to all of their season ticket holders.
So what?
Football, like any sport, is built on belonging. The sport started as a church and factory-sponsored attempt to create community, and has come to bring together people across location, income, education, and more. Football became a commercial success because audiences feel a meaningful connection to teams; the sport means something to them. But this connection is changing.
Clubs are turning into global brands or corporations that don’t have much of a connection to their fans on the ground. On top of that, COVID-19 meant that for the better part of two years, clubs were playing in empty stadiums. The relationship between fans and teams is evolving - and this may not be the best news for commercialised teams, who rely on fan commitment to sustain their financial success.
By physically sharing a piece of their win with the fans, Ajax is literally sharing their journey with their community of fans. They’ve dubbed the star a “piece of Ajax,” and have said they’re “doing it for the fans.” It’s a lovely gesture that’s sure to bring the community together, establish Ajax as a team that cares, and build loyalty in their season ticket holders. They’re showing a return to what football is (or should be) all about, and highlighting the value of direct engagement with your community.