Explore the causes behind Ajax's identity crisis in 2025. A deep dive into what's gone wrong with one of football's most iconic clubs.

Ajax’s Identity Crisis: What’s Gone Wrong in 2025?

Few clubs in the world of Pragmatic Play malaysia carry the cultural weight and global recognition of Ajax. Known for their distinctive attacking philosophy, world-class youth academy, and rich European history, Ajax has long been regarded as a symbol of the "beautiful game." But in 2025, something feels broken. Results are inconsistent, talent development has stalled, and supporters are beginning to wonder: what has gone wrong?

This article will dissect Ajax’s 2025 identity crisis. We’ll examine the club’s historic DNA, recent decisions that disrupted continuity, tactical and financial missteps, and how far Ajax has strayed from the core principles that once made them a European powerhouse.

Ajax’s Footballing Identity: A Legacy of Vision and Values

To understand the crisis, we must first grasp what Ajax’s identity means.

Founded in 1900, Ajax built its footballing philosophy on Total Football, a tactical approach emphasizing fluidity, technical brilliance, and positional interchange. The golden era of Johan Cruyff in the 1970s cemented this ideology, which continued through the youth-focused model under Louis van Gaal and the club's dominant run in the 1990s.

Ajax became more than a club—it became a football institution, known for:

• Youth development through De Toekomst, their legendary academy.
• Attacking football based on possession and pressing.
• Player sales that fuel reinvestment while maintaining philosophy.
• A clear sporting identity regardless of manager changes.

So how did this once-fluid, self-sustaining model start to unravel in 2025?

1. Leadership Instability and Mismanagement

A defining factor in Ajax’s current identity crisis is unstable leadership at the executive level. After former CEO Edwin van der Sar stepped down in 2023, Ajax has struggled to find a strong and visionary replacement. The boardroom has become increasingly fragmented, with sporting directors and scouts leaving or clashing over transfer policies.

This dysfunction has led to:

• Inconsistent recruitment strategies, with no long-term squad vision.
• Poor managerial appointments, some abandoning Ajax’s attacking DNA.
• Confusion in club direction, from top-level decisions down to academy structure.

Without aligned leadership, even a club as principled as Ajax risks losing its identity.

2. Poor Transfer Strategy and Squad Imbalance

Ajax’s model historically depends on developing young players, selling them at their peak, and reinvesting wisely. But since 2022, this cycle has broken.

The club sold key players like Antony, Lisandro Martínez, Ryan Gravenberch, and Jurrien Timber—all crucial to Erik ten Hag’s era—without securing equally talented successors.

Transfer Issues in Recent Years:

• Overpaying for unproven talents, hoping they replicate academy graduates.
• Signing players who don’t fit the Ajax system, especially in defense and midfield.
• Lack of leadership in the dressing room, with too few experienced voices.

Ajax’s squad in 2025 feels like a patchwork of unbalanced parts—talented youngsters, average journeymen, and misaligned imports, with no tactical cohesion.

3. Managerial Changes and Tactical Confusion

After Ten Hag’s departure to Manchester United in 2022, Ajax underwent multiple managerial shifts. Alfred Schreuder, John Heitinga, and several interim solutions failed to stabilize the team.

In 2025, the club appointed a foreign manager with no prior Eredivisie or Ajax experience—a stark departure from tradition. This change disrupted:

• Ajax’s tactical identity, moving away from high pressing and positional play.
• Player development, as academy graduates struggled to adapt to new demands.
• Fan connection, as the team’s style no longer resembled the Ajax of old.

The current tactics lack the controlled build-up, intelligent off-ball movement, and proactive defending that once defined Ajax.

4. Struggles in the Eredivisie and Europe

Ajax’s results in 2024–25 reflect their identity crisis.

• Dropped points against lower Eredivisie teams due to defensive frailty.
• Lack of goals, despite dominating possession.
• European failure, with early exits in the Europa League and no Champions League participation this season.

Rivals like Feyenoord and PSV have leapfrogged Ajax in both domestic results and youth production, putting the Amsterdam giants under increased scrutiny.

5. Youth Academy Losing Its Spark?

De Toekomst, once Ajax’s crown jewel, has seen its productivity drop. The number of academy graduates breaking into the first team has declined, partly due to poor integration strategies and external pressure for instant success.

What’s Changed?

• Rush to sign foreign youth, pushing locals down the pecking order.
• Poor player pathway planning, leading to stagnation or early exits.
• Overreliance on transfers, instead of trusting homegrown talent.

This shift is perhaps the most concerning—Ajax’s long-term football model depends on a constant stream of technically gifted, tactically intelligent players rising from within.

6. Financial Stress and Changing Market Dynamics

Ajax always operated with a modest budget compared to European giants. But now, even mid-table Premier League clubs can outspend them. The post-COVID football economy has forced Ajax to take greater financial risks—often leading to failed signings and wasted resources.

Sponsorship deals and European bonuses have dried up, further limiting options. Unlike in the past, when Ajax could unearth hidden gems, they’re now locked in bidding wars for average players, weakening their long-term vision.

Can Ajax Recover Its Identity?

Yes—but only if the club recommits to its roots while adapting to modern demands.

What Must Happen:

1. Strong Leadership: Hire a visionary CEO and sporting director who understand Ajax’s culture.
2. Tactical Reset: Bring in a manager who values Total Football and knows how to implement it.
3. Invest in Youth: Rebuild De Toekomst’s development pathway and resist quick-fix signings.
4. Smart Scouting: Target players who fit the Ajax style—technical, intelligent, and team-first.
5. Fan Engagement: Reconnect with supporters by being transparent and consistent with values.

This won’t be a quick fix. Rebuilding Ajax’s identity will take time, patience, and a unified vision. But with the club’s historic DNA and passionate fan base, it’s absolutely possible.

Final Thoughts

Ajax’s 2025 season represents more than just a dip in form—it’s a reflection of a club in crisis, unsure of who they are or where they’re headed. But football history shows us that great clubs can bounce back when they reconnect with their essence.

For Ajax, that means Total Football, youth excellence, and a fearless attacking style.

If you believe in Ajax’s legacy and the beauty of attacking football, now is the time to stand behind the club. Support the youth, demand a return to core principles, and share your passion for intelligent, elegant football. The soul of the game depends on institutions like Ajax staying true to their philosophy.