What is Ajax missing out on in receipts in Eredivisie and CL?

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Ajax expects to write ‘deep red’ figures for the coming financial year (2020/2021). This has everything to do with the consequences of the coronavirus outbreak. The expectation is that Ajax will miss about 55 million euros in receipts-related income if they have to play longer without an audience.

Many European top clubs miss out on many millions because of playing without an audience. At a club like Everton, that amounts to about thirty million euros, although the English club does have the big advantage that it receives no less than 160 million euros in TV money. In comparison: Ajax receives about eight million euros in TV money. The differences are large and therefore no club in Europe is actually hit harder than Ajax. For a club that has a large stadium, which is always sold out to the public and business relations, playing without an audience hurts a lot.

Playing without an audience in the Eredivisie costs Ajax about 2.3 to 2.5 million euros per match. How do we get that amount? Every match without an audience means about 400,000 euros that Ajax misses out on individual ticket sales. Furthermore, Ajax misses out on nearly one million euros in income via season ticket holders and around 800,000 euros in business income. There is also income from hospitality packages.

Another major source of income for Ajax is the Champions League. A sold out Johan Cruijff ArenA normally brings Ajax a lot of money. Ajax collects about 2.2 million euros in receipts per group match, which means that Ajax may – it is not yet known whether an audience is allowed at the group matches in the Champions League – 6.6 million euros in European receipts will be lost in the group stage of the Champions League. And that does not include business packages. Moreover, participation in the European tournament also costs a lot of money in bonuses.

In a season with a limited or without an audience, Ajax can miss out on about 55 million euros in income. The sum is quickly made: season tickets (13 million euros), single ticket sales Eredivisie (7 million euros), European receipts (10 million euros), business cards (15 million euros) and hospitality in sponsor packages (10 million euros).

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Bart Veenstra (Twitter: @Bart_Veenstra | email: [email protected])


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