KIJK has acquired the broadcasting rights for the Conference League match between FC Sion and Ajax. As a result, supporters who wish to watch the match must pay a one-off fee of €4.99. This pay-per-view concept was also used for Ajax's pre-season friendly against FC Volendam. The pay-per-view model is being used to compensate for declining advertising revenue at traditional television channels. According to Nijkamp, people are watching less television, so commercial companies need to find alternative ways to generate income. Media analyst Dave Maasland disagrees with Nijkamp, stating that football may not be the right sport for this model, given its popularity and importance to many people.