Ajax Integrates Former Players Into Key Technical, Commercial and Media Roles.

Roger Hampel

Image: AFC Ajax

AFC Ajax has formally integrated four former players into permanent roles within the club’s organisational structure following the completion of a two-and-a-half-year internal traineeship programme.

Kelly Zeeman, Siem de Jong, Daniel de Ridder and Ricardo van Rhijn initially joined the initiative designed to help former players transition into off-pitch careers within the club. After rotating through several departments, all four have now been appointed to positions aligned with their experience and areas of expertise. The programme reflects Ajax’s broader effort to incorporate former players into the club’s governance, technical operations and commercial ecosystem.

Former Players Move Into Operational Roles Across the Club Ajax

The four former professionals will now work in different areas of the organisation.

Kelly Zeeman will continue contributing to the club’s digital media output as part of Ajax Media, producing social media and video content for the club’s communication platforms.

Ricardo van Rhijn has joined the partnerships department, where he will manage several commercial accounts while also supporting broader activities within the club’s commercial division. Siem de Jong and Daniel de Ridder will transition into technical management roles, working closely with Ajax technical director Jordi Cruijff. Their responsibilities will include supporting football operations and contributing to the club’s sporting decision-making processes.

De Jong will provide internal technical support across the club’s football departments and will initially oversee scouting for the professional teams. De Ridder will focus on the preparation and execution of transfer operations, coordinating with both internal departments and external stakeholders involved in player recruitment and transactions.

Both will also act as advisory figures for the technical staff and playing squad.

Player-to-Executive Pathways Becoming a Strategic Focus

The traineeship programme was introduced by Ajax general director Menno Geelen as part of a strategy to retain institutional knowledge within the club.

By integrating former players into operational roles, Ajax aims to combine traditional football expertise with modern organisational management — an approach increasingly adopted by clubs seeking to preserve cultural continuity while professionalising their internal structures. Ajax’s model allows former players to gain experience across different departments before transitioning into permanent roles within the organisation.

Executive Comments

Technical director Jordi Cruijff said the combination of playing experience and organisational understanding adds value to the club’s decision-making environment.

“Siem and Daniel know the football world from the inside and, since joining, have also become familiar with the organisational side of Ajax. That is a valuable combination for the club.”

Cruijff added that their insight into both on-field and off-field operations strengthens the club’s internal collaboration.

General director Menno Geelen described the initiative as part of a long-term approach to integrating former players into the organisation.

“We set up this program because practical experience and a top-level sports mentality add extra value to the club. Knowledge from the dressing room and the pitch cannot be learned from a book.”

Geelen also indicated that Ajax is considering expanding the programme in the future.