On 12 May new Dutch champions Ajax shared their latest league triumph with their fans who had been unable to come to the stadium all season via an initiative based around melting down the Eredivisie Trophy.
To mark the club’s 35th top flight championship, Ajax melted down the trophy top create 42,000 star mementos – one for each of its 42,000 season ticket holders. Each supporter star contains 0.06 grams of the melted trophy and weighs 3.45g and every season ticket holder will receive his or her share of the championship which the club describes as ‘a piece of Ajax’.
The initiative was promoted through an integrated campaign spearheaded by a spot amplified across the club’s own social channels and those of the trophy foundry.
Our success is your success.#XXXV pic.twitter.com/2l6bVtt0Pv
— AFC Ajax (@AFCAjax) May 12, 2021
“This season, we have largely had to play without our fans – well, without them sitting in the stands at least,” said Ajax General Director Edwin van der Sar. “Despite this, we have felt their support every week. On the way to the stadium, on social media and in our personal contacts. Previously, when we said ‘this title is for you’, we were expressing how we were doing it for the fans. However sharing the trophy is the ultimate proof that we really are. And this gives them a tangible memory of this season and so they are involved in a unique way.”
To create the 42,000 stars from the championship bowl, the club worked with De Tingieterij: the silversmith’s who have manufactured the Eredivisie bowl trophy since 1985.
De Tingieterij CEO Martijn van Zon commented: “A very special action by Ajax that we were happy to participate in. It started with the melting of the shell, which is made of tin and weighs 2.575 grams. The flow is carefully supplemented and mixed with the correct amount of pure tin, after which the stars are cast. and polished. Then they were sent by post to the Ajax season ticket holders. The champion stars weigh 3.45 grams each and each contain 0.06 grams of scale. ”
Comment:
And, just in case you are wondering, yes indeed, Ajax also received an identical second scale from the KNVB so that the club still has a trophy which it can use at celebratory, festive moments and which can be added to the museum.
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