I know I ended up with a ticket to this year's PSV Eindhoven vs FC Utrecht by random luck. I was in Eindhoven that weekend for a metal music festival. I was just random sightseeing during the morning of the match and ended up in the team shop. I just managed to get a ticket there. When I saw Ajax vs Feyenoord this year, I went through that tourest ticket thing offered through the Ajax website. I know I would eventually like to see a match in both Rotterdam and Enschede.