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Return to Ajax as technical director

On 20 February 2008, in the wake of a major research on the ten-year-mismanagement, it was announced that Cruyff would be the new technical director at his boyhood club Ajax, his fourth stint with the Amsterdam club. Cruyff announced in March that he was pulling out of his planned return to Ajax because of "professional difference of opinion" between him and Ajax's new manager, Marco van Basten. Van Basten said that Cruyff's plans were "going too fast", because he was "not so dissatisfied with how things are going now".

On 11 February 2011, Cruyff returned to Ajax on an advisory basis after agreeing to become a member of one of three "sounding board groups". After presenting his plans to reform the club, in particular to rejuvenate the youth academy, the Ajax board of advisors and the CEO resigned on 30 March 2011. On 6 June 2011, he was appointed to the new Ajax board of advisors to implement his reform plans.

The Ajax advisory board made a verbal agreement with Louis van Gaal to appoint him as the new CEO, without consulting Cruyff. Cruyff, a fellow board member, took Ajax to court in an attempt to block the appointment. The court overturned the appointment, saying that the board had "deliberately put Cruyff offside". Due to the ongoing quarrel within the advisory board, Cruyff resigned on 10 April 2012, with Ajax stating that Cruyff will "remain involved with the implementation of his football vision within the club".