Ajax is about to win the fifth national prize in a row. Unique in the history of the leader in the Eredivisie. Given the hegemony, the upcoming champion of the Netherlands is often compared to Bayern Munich and Chris Woerts understands where that comparison comes from. According to the sports marketer, it has become increasingly attractive for top players in the Eredivisie to choose Ajax over a foreign adventure.
“Ajax has become a club with deep pockets”, Woerts concludes in conversation with NU.nl. “And all because they changed the strategy three years ago.” Ajax has been prepared to take the necessary risks in the financial field since 2018, with the arrival of a few big names as a result. “Daley Blind came. Dusan Tadic too. And why? Because Ajax raised the salary ceiling. This allowed them to bring Sébastien Haller to Amsterdam again this season. Cruijff ArenA.
The top eight most expensive purchases in the Eredivisie
| PLAYER | YEAR | FROM | TO | AMOUNT |
|---|---|---|---|---|
| 1. Sébastian Haller | 2021 | West Ham United | Ajax | 22.5 million euros |
| 2. David Neres | 2017 | São Paulo | Ajax | 22 million euros |
| 3. Miralem Sulejmani | 2008 | sc Heerenveen | Ajax | EUR 16.25 million |
| 4. Daley Blind | 2018 | Manchester United | Ajax | 16 million euros |
| 5. Antony | 2020 | São Paulo | Ajax | 15.75 million euros |
| 6. Quincy Promes | 2019 | Seville | Ajax | 15.7 million euros |
| 7. Edson Álvarez | 2019 | Club América | Ajax | 15 million euros |
| 8. Mateja Kezman | 2000 | Partizan Belgrade | PSV | 14 million euros |
With the investments and the money that comes in on the other side, the gap between Ajax and the other clubs in the Netherlands is only getting bigger. “With Champions League placement, Ajax is guaranteed to take 40 million euros”, Woerts predicts. “And with the new set-up, from 2024, that will be 70, 80 million euros. Of course they are concerned about that in Eindhoven. PSV now has to build a bridge, otherwise Ajax will reach a lonely height. do or die for PSV “, the pursuer from Eindhoven receives as a warning.
Woerts also notes that there are disadvantages to Ajax’s domination in its own country, especially compared to, for example, the Bundesliga or Serie A. “In those countries, the number two, three and four will also enter the Champions League. , and sometimes a second through the preliminary round, all the Champions League money. That makes the battle for third or fourth place less interesting, “the sports marketer draws a comparison. “And if it is already clear in January which club will be champion, such as this season, the public will eventually drop out. And with that, the value of a competition decreases.”
According to Woerts, Ajax has also changed a lot in terms of transfer policy. According to him, there is an increasing search for top players across the border. “Ajax is more likely to look for top quality abroad,” continues the former general manager of Sunderland. “And the top foreign competitions are generally more interesting than Ajax for the top players of Feyenoord, PSV and AZ. Although Ajax will not fail if they can take top talent away from the competition.”