Anke de Jong, the editorial chief of Elle, has boldly expressed her ambition to take on a key role within the management of Ajax, the beloved football club she describes as her "great love." Following her recent interactions with Het Parool, she conveyed her dreams of joining Ajax as either its marketing director or commercial director. De Jong's deep-rooted connection to the club stems from her early life. Although she grew up in Friesland, she moved to Amsterdam at the age of 16 and quickly embraced the vibrant football culture surrounding Ajax.
De Jong’s eagerness to contribute to Ajax extends beyond ambition; it is intertwined with her personal passion for the club and the community it cultivates. The football brand transcends standard sport-loving demographics, as she notes, "the whole city turns out when they play." She highlighted the diverse range of fans—young, old, rich, poor—who share one common thread: their support for Ajax. This communal spirit is something she finds enchanting.
With professional experience at Elle, where she has nurtured significant marketing strategies and brand expansions, De Jong feels well-prepared for this potential role. "I would love to develop the brand even more, focusing on merchandise so people around the world wear Ajax hats, not just Yankees caps," she mentioned, underscoring her desire to extend Ajax's international appeal.
Simultaneously, De Jong is stepping outside of her traditional fashion remit by launching her café next month in Amsterdam’s De Pijp neighborhood. The café will not only be her personal venture but also serve as another expression of her love for her community and the culture surrounding Ajax. This new chapter is likely to serve dual purposes—enhancing her business acumen and building connections within her neighborhood, potentially serving as platforms for her ambitions within the Ajax management.
Despite her enthusiasm, not everyone is convinced about De Jong’s suitability for Ajax's management. Chris Woerts, known for his expertise as a sports marketer, expressed skepticism about her public declaration of interest. Woerts remarked critically about the dire state of merchandising efforts within the club, implying De Jong’s lack of practical knowledge raises questions about her insight. "Anke de Jong, she has the brains up front," he quipped, yet he expressed uncertainty about her expertise, stating, "If people have no clue, they need to stop talking about merchandising. Dramatic, zero level." Woerts's doubts highlight the competitive nature of football management and the industry's distinct requirements compared to traditional marketing roles.
While Woerts’s comments reflect a common sentiment of concern about suitability and experience, they also bring to light the challenges female executives face when forging paths traditionally dominated by men. De Jong's ambition, set against the backdrop of her qualifications and the inherent biases evident within the industry, suggests her desire to enact change could be part of the driving force for both her and Ajax.] Certainly, she views the opportunity as not only bringing her closer to her passion but also as a way to champion broader cultural representation and diversity within the club's leadership.
What stands above all is De Jong's determination to blend her expertise from the fashion world with her fervor for Ajax. Through her planned café and potential role within the Ajax hierarchy, she aspires to challenge and redefine the connection between marketing, branding, and community engagement in sports. Her vision of making Ajax merchandise iconic globally, akin to other major brands, could resonate widely should she find the right platform.
If successful, Anke de Jong would not merely be another name on Ajax's leadership roster; she could represent the unification of sport, culture, and feminism—a pioneer, perhaps, laying the groundwork for future generations of women to follow her ambitions.
Indeed, as the sports industry evolves, voices like De Jong's might signal the dawn of more inclusive, diverse leadership approaches. Her story is one of passion, ambition, and the potential reshaping of marketing within the beloved Ajax club. With her eyes firmly set on the Johan Cruyff ArenA, one can't help but wonder what the future holds for this determined journalist turned aspiring football executive.