October 2 – Dutch club Ajax often have the ‘giants’ epithet attached to them because of their deeds on the pitch. Now they are getting closer to justifying that term financially having reported a 2018/19 financial year that more than doubled turnover to €199.5 million.
The increase in fortune was driven by Ajax’s run last season to the semi finals of the Champions League. UEFA payments grew by a massive €76.8 million to €77.9 million. The club also benefited from an extra €15.3 million of ticketing revenue from the European campaign.
Ajax increased commercial revenue increased by 14.7% to €34.3 million but turnover from TV (excluding its Champions League exploits) and digital revenues dropped €800,000 year-on-year to €10.6 million, perhaps a warning sign to Europe’s other big clubs of the effects of disrupted broadcast markets and true impact digital could have on revenues.
To repeat this financial performance Ajax will need to repeat its Champions League performances and harvest the UEFA windfalls. Ajax began the new Champions League campaign with a win and lead their group ahead of tonight’s match away to Valencia. It is a tough group that includes Chelsea and Lille.
The club is expecting further commercial growth and the increase in international awareness and attention is where its biggest new revenue opportunities lie. That is also where the investment in digital platforms becomes crucial for expansion.
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