How to buy shares in Ajax

The pride of Amsterdam, AFC Ajax (Amsterdamsche Football Club Ajax), is more than just a football club. With a rich history of “Total Football”, legendary players like Johan Cruyff and a trophy cabinet brimming with silverware, Ajax has long been a symbol of style and success in European football. Whether you’re a lifelong fan or just curious about investing in football stocks, Ajax shares might catch your eye.

Ajax NV is one of the few publicly traded football stocks in the world. The club is listed on the Euronext Amsterdam stock exchange under the ticker symbol AJAX. The shares are priced in euros (EUR) and they’re relatively easy to buy from the UK through platforms that offer access to international stocks.

How to invest in Ajax

AFC Ajax NV is a public limited company (PLC) listed on the Euronext stock exchange in Amsterdam. This means buying shares can be fairly straightforward, here are some simple steps to follow to become an Ajax owner and shareholder:

1. Choose a broker or trading platform. Find a trading platform that best suits your investing strategy and goals. You can compare a range of investment platforms that let you invest in football clubs below.
2. Open an account. Once you’ve selected which broker or platform you’d like to use, you’ll need to open a share trading account with the platform or broker to start investing.
3. Deposit funds. With your account set up, the next step is to deposit funds. Most platforms will allow bank transfers or other methods, keep in mind you may need to convert your pounds to euros to buy shares in Ajax.
4. Buy Ajax shares. Once your account is set up and funded, you can begin buying or selling shares in Ajax (AJAX).

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Is it a good time to buy Ajax stock?

Like any football club stock, Ajax’s share price is influenced by more than just match results. Here are some key factors to consider if you’re wondering if it’s a good time to buy Ajax shares:

• Domestic performance. Ajax plays in the Eredivisie, the top flight league for Dutch football. Although it’s not a league that garners as much attention and eyeballs as some counterparts in other countries, it’s still a popular league. However, after winning the title from 2018 to 2022, recent league finishes have been underwhelming, punctuated with a stunning collapse at the end of the 2024/25 season to hand the title to PSV Eindhoven .
• European performance. Strong European runs (like a surprise Champions League semi-final) can boost revenue and investor confidence. However, Ajax has been knocked out in the group stages or the round of 16 in the Europa League in recent years. A return to the Champions League in 2025/26 was also a disappointment.
• Ownership structure. Ajax is majority owned by the club’s own association, with a relatively small free float of shares. That can mean lower liquidity but also less volatility. Ajax is a publicly traded club with no billionaire owner like some rivals, so finances are more transparent.
• Transfer market activity. Selling star players can bring in huge sums, but may hurt short-term team performance. For example, money for young talent can balance the books and sometimes boost the share price. However, this can also impact the results on the pitch.

Benefits of investing in Ajax stock

Here are some potential advantages of buying Ajax shares:

• Pride of ownership. Own a piece of a legendary team and a piece of Dutch football club royalty, part of the Dutch “Big Three” (which also includes Feyenoord and PSV). You’re not just a fan, you’re an investor.
• Exposure to football’s growth. Broadcasting and merchandising revenues are rising. There’s the potential for Ajax’s share price to grow if they continue to develop talent and perform well in Europe.
• Player development model. Ajax’s strategy of developing and selling young talent is a proven revenue generator.
• Global brand. With a big international fanbase, Ajax is a globally recognised name. For many football fans, it’s a badge of honour to own a piece of the club.

Risks of investing in Ajax stock

Here are some of the possible disadvantages if you’re thinking about investing in Ajax shares:

• Volatility. Football is unpredictable and performance on the pitch can influence the stock price and hurt the Ajax share price.
• Currency risk. Ajax shares are priced in euros, so currency fluctuations between GBP/EUR may impact your returns.
• Investment fees. You may have to pay a commission to your platform to buy shares in Ajax, and unless you use a multi-currency account, you’ll likely have to pay foreign exchange (FX) fees on top.
• Limited control and low liquidity. As a small shareholder, you won’t have much say in club decisions. So you’re not going to be able to play real-life Football Manager sadly! Also, football stocks aren’t heavily traded and fewer Ajax shares available can make it harder to buy or sell quickly.

Our expert says: Is investing in football clubs like Ajax worth it, or is it just a passion play?

"Investing in football clubs like Ajax often tends to be more about passion than portfolio strategy. When you boil things down to pure business and money-making, football clubs in general are pretty tricky to get right, it’s a unique business model.

That said, Ajax stands out from many clubs thanks to its well-run academy, open and financial transparency, plus a solid track record of developing young talent for big-money transfers. For investors, that means there’s at least some sort of a tangible business model behind the badge. However, football is still a results-driven industry, and share prices can swing wildly with every goal, trophy, or managerial change."

George Sweeney, DipFA

Deputy editor

Bottom line

Buying Ajax shares is easier than ever and offers a unique way to connect with one of Europe’s most storied clubs. While it’s not the most conventional stock pick, it can be an interesting and potentially rewarding investment for your portfolio.

Even if you believe in the club’s philosophy and future, just be sure to manage your expectations, because investing in a football club can be more of an own-goal horror story than a hopeful fairytale ending.

Frequently asked questions

• Can I buy Ajax shares from the UK?

  Yes! Plenty of the best trading apps in the UK offer access to the Euronext Amsterdam exchange where you can buy or sell Ajax shares.

• Do I need to convert my money into euros?

  Yes, in most cases your Ajax investment will be made in euros but your investing platform usually handles this automatically, just take note of the foreign exchange (FX) fees before placing a trade.

• Will I get dividends from Ajax?

  It’s unlikely. Like most football clubs, Ajax reinvests profits into the squad and infrastructure rather than paying dividends to investors.

• Do I get voting rights as a shareholder?

  Yes, but only if you buy “ordinary shares” and meet the club’s criteria. Most casual investors don’t participate in club governance.

• Is investing in Ajax risky?

  To a certain degree, yes – it’s a niche, emotionally driven market. But that’s part of the fun! Also, every investment carries a level of risk that you need to consider carefully first.

Written by

George Sweeney, DipFA

Deputy editor

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George is a deputy editor at Finder. He has previously written for The Motley Fool UK, Nasdaq, Freetrade, Investing in the Web, MoneyMagpie, Online Mortgage Advisor, Wealth, and Compare Forex Brokers. He's focused on making personal finance and investing engaging for everyone. To do this he draws from previous work and his Level 4 Diploma for Financial Advisers (DipFA), sharing what he’s learnt. When he’s not geeking out about money, you’ll find him playing sports and staying active. See full bio

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