Whatever happened to Ajax? A generation ago, in the early 1970s, Ajax of Amsterdam were the undoubted kings of European football. Many took a city break in Amsterdam to see their unique brand of total football.

Ajax won the European Cup three times in a row, in 1971, 1972 and 1973, making them one of only three clubs in the competition’s history to earn the right to keep the trophy permanently after a hat-trick of wins – Real Madrid and later Bayern Munchen are the others. Yet, with the exception of a further win in 1995, their dominance both at home and abroad has faded away. The years of ‘Gloria Ajax’, of a ‘total football’ style that swept all before them, are now a fading memory.

Professional football only came to the Netherlands in 1954, much later than in most of Europe’s football nations. There was little in the following years to suggest a revolution was on the way, a seismic shift from the traditional dominance of Italy, Spain, Germany, England and, occasionally, Portugal.

In 1967, Ajax won their second consecutive national title and progressed to the European Cup final in 1969 - where they were comprehensively outplayed by AC Milan. A regular name on the Ajax teamsheet, however, was a young footballer named Johan Cruijff. He was soon to be the greatest footballer in Europe.

Dutch football’s first European title came in 1970 when Ajax’ great rivals, Feyenoord of Rotterdam, won the European Cup. As if stirred by that local challenge, the following year saw the start of Ajax’s near total dominance of European football. Winning three consecutive finals of the European Cup and, in 1972, winning every competition they entered – European Cup; Intercontinental Cup’ UEFA Super Cup; Dutch National Championship and the Dutch Cup - was an achievement unequalled to this day.

The club’s style was described as ‘total football’. It was emulated by the Dutch national team who reached the World Cup final on several occasions, albeit without that final victory that would have confirmed the Netherlands as the champions of the world at both national and club level.

The success started to fade in 1973 when Cruijff left Ajax to join Barcelona. Surprise defeats in Europe later that year to the likes of CSKA Sofia saw their international dominance come to an end. The club still won many national titles but it was to be a long wait, until 1995, when the top European title was back in Amsterdam.

Unfortunately for the club and its fans, most of its star players would soon leave for Italy or England. Even the club’s stadium changed from De Meer to their new home at Amsterdam ArenA. It was to be the end of an era. Recently, Ajax has struggled to hold on to its top players, all too often lured away by big money offers from English and Italian clubs.

The club still runs its respected youth programme and the talent produced by that scheme is now playing for top clubs all over Europe. Other Dutch clubs like PSV Eindhoven now rival Ajax and Feyenoord in domestic competitions, and often outshine at European level. Undoubtedly, Ajax will come again as one of Europe’s top clubs. Who knows when that will be. Whenever it happens, it will undoubtedly revive memories of ‘Gloria Ajax’ – the years that Amsterdam’s football team ruled the world. On a city break in Amsterdam, football fans with a sense of history will always remember that contribution of Ajax, truly one of the game's most influential clubs.