It seems that AEGON and Ajax are doing well on the World Wide Web, according to research from Fontys Hogeschool Tilburg, focussing on the online activation of sports sponsoring. The trade newspaper Sponsortribune (February 2011 edition) reports that AEGON, thanks to its online marketing activities, has gained a substantial lead over the other Eredivisie head sponsors.
Ajax’s head sponsor earns 69 out of 100 points through the ajax.aegon.nl special website, the online Always Difficult Quiz, Google Adwords and among others facebook.com/studioajax. The high score comes from a strong showing across 16 variables which measure the success of online activation. These scores are matched to the sponsor proposition. Number two Afas (AZ) trails with 37 points, and Univé, (sc Heerenveen) rounds off the top 3 with 34,5 points.
Ajax will continue to cooperate with AEGON on more mutually interesting online activities in the future. “This confirms that sports sponsorship is developing towards targeted sports marketing, and Ajax can optimize its marketing opportunities by activating partnerships”, says Henri van der Aat, Ajax’s commercial director.
Ajax itself is very active on internet. For example, Ajax can officially be followed on Twitter and Facebook. Register, as 19.000 fans already have, at the official Twitter account via Twitter.com/Official_Ajax, and stay on top of the latest news from the heart of the Amsterdam club through @Official_Ajax. On Ajax’s official Facebook page, you can read all of Ajax’s latest news, see the newest Ajax videos, and chat about a variety of topics. Follow Ajax on Facebook.com/Ajax1900. Almost 3.500 people have already done so in the past months.