club achieved promotion to the highest level of Dutch football in 1911 and had its first major success in 1917, winning the KNVB Beker, the Netherlands' national cup. The following season, Ajax became national champion for the first time. The club defended its title in 1918–19, becoming the only team to achieve an unbeaten season in the Netherlands Football League Championship. Throughout the 1920s, Ajax was a strong regional power, winning the Eerste Klasse West division in 1921, 1927 and 1928, but could not maintain its success at the national level. This changed in the 1930s, with the club winning five national championships (1931, 1932, 1934, 1937, 1939), making it the most successful Dutch team of the decade. Ajax won its second KNVB Cup in 1942–43, and an eighth Dutch title in 1946–47, the last season the club was managed by Englishman Jack Reynolds, who, up to this point, had overseen all of its national championship successes as well as its 1917 KNVB Cup win. In 1956, the first season of the Netherlands' new professional league, the , was played with Ajax participating as a founding member. The Amsterdam club became the first national champions under the new format and made its debut in the European Champion Clubs' Cup the following year, losing to Hungarian champions 6–2 on aggregate at the quarter-final stage. The team were again champions in 1960 and won a third KNVB Cup in 1961. In 1965, Rinus Michels, who had played for the club between 1946 and 1958, was appointed manager of Ajax, implementing his philosophy of Total Football which was to become synonymous with both Ajax and the Netherlands national team. A year earlier, Johan Cruyff, who would go on to become widely regarded as the greatest Dutch footballer of all-time, made his debut. Between them, Michels and Cruyff led Ajax through the most successful period in its history, winning seven titles, four KNVB Cups and three European Cups. Ajax won the Dutch championship in 1966, 1967 and 1968, and reached the 1969 European Cup final, losing to Milan. During the 1966–67 season, Ajax scored a record 122 goals in an season and also won the KNVB Cup to achieve its first league and cup double. In 1969–70, Ajax won a fourth Dutch league championship and second league and cup double in five seasons, winning 27 out of 34 league matches and scoring 100 goals.