city of Amsterdam was historically referred to as a Mokum city, Mokum (מקום) being the Yiddish word for "place" or "safe haven", and as anti-Semitic chants and name calling developed and intensified at the old De Meer Stadion from frustrated supporters of opposing clubs, Ajax fans (few of whom are actually Jewish) responded by embracing Ajax's "Jewish" identity: calling themselves "super Jews", chanting "Jews, Jews" ("Joden, Joden") at games, and adopting Jewish symbols such as the Star of David and the Israeli flag. This Jewish imagery eventually became a central part of Ajax fans' culture. At one point ringtones of "Hava Nagila", a Hebrew folk song, could be downloaded from the club's official website. Beginning in the 1980s, fans of Ajax's rivals escalated their antisemitic rhetoric, chanting slogans like "Hamas, Hamas/Jews to the gas" ("Hamas, hamas, joden aan het gas"), hissing to imitate the flow of gas, giving Nazi salutes, and other things. The eventual result was that many (genuinely) Jewish Ajax fans stopped going to games. In the 2000s, the club began trying to persuade fans to drop their Jewish image. In 2013, a documentary titled Superjews was released by NTR and Viewpoint Productions which premiered at the International Documentary Film Festival Amsterdam (IDFA). The film was directed by Nirit Peled, an Israeli living in Amsterdam, and an independent film maker who offers a very personal view into the game, the lore of Ajax and its relation to Judaism from both the supporters as well as from a Jewish perspective. Players Current squad Players out on loan Retired numbers 14 – Johan Cruyff (Forward, 1964–73, 1981–83). Number retired on 25 April 2007 at Cruyff's 60th birthday celebration match. Notes: Youth/reserves squad For the reserve squad of Ajax see: Jong Ajax. Notable former players Board and staff Current board Executive Board Chairman: Frank Eijken Board members: 6 – ( Jan Buskermolen, Ruud Haarms, Wendy Nagel, Cees van Oevelen, Maarten Oldenhof and Marc Stuut) Board of Directors General director: Edwin van der Sar Financial director: Susan Lenderink Marketing director: Menno Geelen Director of football: 2 – ( Gerry Hamstra, Klaas-Jan Huntelaar) Supervisory Board Chairman: Leen Meijaard Board members: 4 – ( Annette Mosman, Ernst Ligthart, Peter Mensing, Georgette Schlick) Current staff Coaching staff Head coach: John Heitinga Assistant coach: Michael Reiziger Member of coaching staff: Richard Witschge Goalkeeper coach: Anton Scheutjens Medical staff Team doctor: Bas Peijs Team doctor: Don de