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Ajax Experience - Closed


The Ajax Experience on Rembrandtplein was an interactive multimedia exhibition about FC Ajax, the most noted and successful Dutch football club.

Due to lack of visitors the Ajax Experience closed its doors in August 2013.

Our original article about Ajax Experience:

The Ajax Experience has 2 main themes - firstly as an Ajax Museum (which used to be housed at the Amsterdam ArenA); secondly it brings you on a virtual journey through the renowned youth training program which has developed many world-class players over the years.

You enter the Ajax Experience by walking down the "wall of history" corridor. First there is an introductory film of Ajax legend Dennis Bergkamp who introduces the club and its philosophy. Bergkamp is currently involved with managing the Ajax youth team.

ajax experienceajax experience museum

You then enter the darkened main exhibition space which tells the story of the club's history. Starting from humble beginnings in 1900, where the local pub was used as a changing room, the club slowly rose through the ranks winning its first Dutch league title in 1918. Its progress continued reaching a peak in the 1970s by winning 3 successive European Cups, inspired by the likes of Johan Cruijff.

The museum displays are creatively lit and presented in both Dutch and English. They include a collection of Ajax and Netherlands shirts, old football boots, tickets and various sporting memorabilia (such as a cricket bat - did you know that Ajax even had its own cricket team in the early 20th century!).

On show is the Dutch league title trophy (Ajax are current champions and 33x winners) plus the international trophies - including an Intercontinental Cup, 4 European Cups, 1 UEFA Cup and a Cup Winners' Cup.

ajax experience museum

You can watch 3 brief films - the first on Ajax's stadiums (from the 1911 "wooden" stadium, the move to De Meer and Olympic stadiums and finally to the larger ArenA); the second is about 4 of its noted managers (Reynolds, Michels, Cruijff, Van Gaal); the last film shows the youth training program in action. Films are in Dutch with English subtitles.

The 4 key elements to the youth program is acronymed TIPS - in this case standing for "Technique, Insight, Personality & Speed". Touch screens show video footage from games about how the Ajax team sets up tactically.

As part of your own "training" there are interactive glass booths where you can undertake dribbling and shooting exercises.

 ajax edressing room

You then move to a mock-up of the Ajax dressing room where you will get a half-time rocketing from manager Frank de Boer.

Finally you get to enter the "ArenA" where large video screens show some more Ajax key moments.


The Ajax Experience takes around 1 hour to visit. There is an Ajax fan shop at the entrance which is open to the public.

Click for more on visiting the Amsterdam ArenA

Ajax Experience Essential Info

Opening Times: Ajax Experience has been closed since August 2013.

Getting There: The Ajax Experience was located on the eastern side of Rembrandtplein, served by trams 9 and 14.

ajax experience amsterdam

Ajax Experience, Utrechtsestraat 9 (Rembrandtplein), Amsterdam


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