Ajax had a remarkable 2019. Not only they had a historic Champions League run, but also they launched a couple of world-class players.

There are just 5 players at Ajax left from that Champions League semifinal second leg against Tottenham Hotspur. De Ligt, Schone, De Jong, Dolberg, Van de Beek, and Dolberg left the club.

But apart from player sales, and sporting glory, how did that amazing Champions League run affect Ajax?

Financial results: 2019 vs 2018

Ajax’s profit before tax shot up from €3 million to €69 million, exactly 33 times. All financial results are remarkable in relation to 2018. Revenue almost doubled from €107 million to €199 million, and that’s the record-breaking revenue for any Dutch club.

There was no financial debt for the club, and they got €73 million on player sales. And that’s before selling Van de Beek, Veltman, Ziyech, and Sierhuis.

Because of many new contracts given to young and perspective players, wages rose at Ajax. In 2018 the club spent €53 million for it, and in 2019 that figure was €92 million. However, that wasn’t a problem for the club because wages to turnover ratio was at 46%.

Ziggo paid €9 million for shirts sponsorship, and the Amsterdam side got €8.3 million from Addidas for their kit sponsorship deal. Budweiser was the third big sponsor, and they gave €2 million to the club.

In terms of revenue split –  matchday revenue was 26%, broadcasting had a 44% share in it, and commercial profit was 30%.

So, the difference between not playing in the Champions League (2018) and getting to the semifinals (2019) is pretty big.

Not only you get more UEFA prize money, more money through UEFA coefficient rankings, and more TV money. You also market your brand, and you can sell your best players to the European giants.


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