The Ajax Skill Challenge

Abstract

This report contains the results of an extensive, qualitative research project about Ajax fans. With the help of desk research, contextmapping and generative research, this report tries to explain the motivational drivers of fans and provides Ajax and the ArenA with a loyalty model including different fan segments. This model can be used as a framework to get an understanding about what types of Ajax fans exists and what specific motivations they have in order to improve the experience and the loyalty of these fans. Next to that, one result of this research showed that a majority of Ajax fans have been fan since their childhood. This indicates the importance for Ajax to attract children, because once these children have a preference for a soccer club, they are not likely to change. In order to help Ajax attract children, two mobile concepts have been generated. Next to that, a roadmap has been established that contains guidelines for possible implementations in the future.