Jordi Cruijff looks back positively on busy transfer window

When Cruijff is asked how pleased he is that the transfer window has closed, a slight smile appears on his face. ''I’m very happy. Especially for my family and friends; I think they might even be the happiest of all.''

The smile reveals a sense of relief after a period in which work continued day and night. All the efforts were not without result. Eleven new arrivals joined Ajax at the Johan Cruijff ArenA and the club’s training complex De Toekomst. At the same time, the club also parted ways with several players.

'I look back on it with a good feeling'
''I personally look back on it with a good feeling and I’m pleased these players have joined,'' says Cruijff as he reflects on the hectic period. ''It was important that we identified what we needed: experience, players who can handle pressure and who come from top-three leagues. Players who can arrive on Monday and immediately be ready on Tuesday. Players who can also guide our young lads in the right way.''

''That’s a process,'' Ajax’s technical director continues. ''Sometimes young players struggle and leaders need to lift them up. Sometimes they’re flying and need to be brought back down to earth. That requires leadership. Monday to Friday are also very important days in that respect. Those are the days of daily training sessions and the process of improving as a group. That’s also when young players develop.''

'The balance in the squad has to be right'
The balance within the squad has to be right, according to the Ajax director. Cruijff outlines the profile of the players who can help the team, the group and ultimately the club move forward.

''Balance is important, but so is character. Players with personality, who are not afraid to make mistakes at clubs where expectations are incredibly high. From the media, but also from the fans themselves. In that situation, you need players with a certain character and experience. Players who don’t only play for themselves but also for the team. I felt that was an area where Ajax could improve.''

''In that respect, I also felt it was an advantage that I started in February. It gave me four months to study everything properly and in detail. To analyse everything and build a team.''

Valuable lessons
Cruijff also found that difficult moments and challenging matches during the disappointing 2025/2026 season provided valuable lessons.

Ajax had gone four years without winning the league title. Last season, the gap to champions PSV amounted to no fewer than 28 points. It motivated Cruijff to do everything possible over the past few months to get Ajax back on its feet, with hopefully new successes on the horizon.

''That gap to PSV was effectively already there in December. For Ajax, that simply cannot happen. Then you have to act decisively and sometimes make difficult decisions. That isn’t always pleasant on a personal level, but it’s part of the job. I’ve been working as a sporting director for long enough. It was simply very important to work in the interests of the team.''

He then offers an insight behind the scenes. Cruijff speaks at length about the daily consultations with his fellow board members and the strong relationship with the Supervisory Board. He also discusses the finances and regulations involved in buying or loaning a footballer.

'Everything is teamwork'
The appointment of head coach Míchel Sánchez was perhaps the most important decision made in the lead-up to the 2026/2027 season. ''I think it’s very important to have a coach who brings a certain intensity. I think that was necessary. But his style of football is important too. Girona FC is part of the City Group. The City Group has a particular way of playing football.''

''Then you start building. Because you also know that every coach is slightly different. You have to bring in players who fit both this coach and the Ajax philosophy and culture.''

Just as at board level, the technical director worked - and continues to work - with his coach on a daily basis. Both Cruijff and Sánchez had to be fully convinced about the arrival of any potential Ajax player. ''All decisions are made together.''

''I think Ajax still has an incredible appeal, especially outside the Netherlands,'' Cruijff continues as he explains what is involved in bringing new players to Amsterdam.

''When people in other countries hear the name Ajax, they still think it’s something very special. That remains the case. You also have the city and the country. I think people still find it extremely attractive. Especially when they see there is an idea behind it and a project in place. Then you can genuinely convince players.''

'The project'
Cruijff then goes on to explain 'the project' in more detail. He hopes Ajax will be celebrating success again in the near future.
''It may seem like an extreme focus on the here and now. At the same time, you want to minimise risks as much as possible,'' he says, referring in part to the advantages of loan deals.

Balance remains a key concept. Cruijff once again emphasises that Ajax must rely on both young home-grown talent and the contribution of experienced players.

''We have a lot of young players. In every match, you see four or five players who are seventeen, eighteen, nineteen or twenty years old - and therefore still very young. They shouldn’t have to carry everything on their shoulders. You need experienced players around them who can guide them. That was the balance the squad needed. Ultimately, you are a team and everyone will get their playing time. Not everyone is going to play ninety minutes every time.''

''Ultimately, it is also the job of a sporting director to assemble a squad that gives the coach every weapon he needs for every match. Because every match is a different battle. You need all kinds of different players, including among the strikers.''

Surprise people
Cruijff also managed to surprise people on several occasions during the transfer window. Without taking anything away from the club’s other signings, he describes the arrival of Julian Brandt as the most successful surprise. Mainly because absolutely nobody outside the club saw the transfer coming.

The Ajax director looks back on it with satisfaction and, once again, a smile. ''Nobody knew about it. I absolutely loved that,'' says Cruijff. ''I thought it was important for something not to leak for once, so that we could go through the entire process together with the player without anyone knowing about it. That people hear the news on a Friday evening and think: ‘What on earth has happened here?’ I enjoy that.''

''Our objective is to compete for everything this season. So that the fans come to the stadium with enjoyment and feel proud of their team. A team in which everyone has given absolutely everything on the pitch. I think that’s important.''