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Aberdeen FC appoints The Sports Consultancy for commercial role

Aberdeen FC has announced the appointment of The Sports Consultancy to support the club in maximising the commercial opportunity presented by their new stadium development.


The Sports Consultancy’s rights marketing consulting team will work with Aberdeen FC on the development of their sponsorship strategy, exploring opportunities to enhance and augment the club’s existing commercial programme to provide a range of partnership opportunities, which build on the profile of the club and maximise investment from leading brands.


Leveraging data analytics and insight, The Sports Consultancy will identify the optimum sponsorship structure to combine stadium naming rights with Aberdeen FC’s existing inventory and provide a benchmarked valuation for a range of commercial packages. New sponsorship rights will be also identified to enhance existing propositions through the agency’s proven, rights marketing experience.


Having won four league titles and seven Scottish Cups, including a record three in a row during the 1980’s and being the only Scottish Club to win two European trophies, Aberdeen FC is one of the biggest football teams in Scotland.


The development of the new site at Kingsford, which will include a new 20,000-seater stadium, community and sports facilities and a state-of-the-art football academy, will ensure that the club secure a new home and lay the foundations for many more years of success on the pitch. A ground-breaking ceremony took place on Tuesday 3 July to prepare the way for construction of Phase One.


Commenting on the appointment, Angus Buchanan, Co-Founder and Joint Managing Director, The Sports Consultancy, said:

We are delighted to be working with Aberdeen FC in developing a commercial strategy and maximising the opportunity that their new stadium, training and community facilities present. Their plans for the development are impressive and the range of professional and community initiatives creates a very compelling sponsorship proposition.


Rob Wicks, Commercial Director, Aberdeen FC, added:

The new [GBP]£50m stadium, together with its community hub, youth development academy and professional training facilities present exciting opportunities for major brands and the club are actively seeking partnerships across each of these key areas. The Sports Consultancy have a proven track record in this specialist field and their approach during the rigorous tender process impressed us. We look forward to working with them over the coming months.


The campus will act as a beacon for sporting performance in the North East of Scotland and also as a catalyst for wider community outreach so maximising the impact through commercial partners is a key strategic priority.


Project Stats

The planning application to Aberdeen City Council for the 24.5 hectare site at Kingsford includes community and sports facilities; a football academy comprising outdoor pitches, pavilion and ancillary buildings; and a 20,000-seat capacity stadium along with associated access roads, parking, landscaping and engineering works.


Subject to planning approval, the proposals will see more than £40 million invested to create a new home for the Dons; provide a base for the significant expansion of the award-winning work of Aberdeen FC Community Trust on social inclusion, participation in sport and healthy lifestyles for all ages across the region; and create a focal point for footballing excellence in the north of Scotland.


The project would be delivered in two phases, with the community and sports facilities and football academy constructed first and the stadium in the second phase.


Phase 1 of the Aberdeen FC project will deliver essential, best-in-class professional training facilities, provide outstanding youth development opportunities and act as a hub for community use seven days a week, including multiple playing pitches and a technologically advanced pavilion.


Phase 2 includes the development of Aberdeen Football Club’s new 20,000-capacity stadium, the largest new-build stadium in Scotland in 100 years.


Aberdeen-based McIntosh Plant Hire now has the green-light to begin the initial earthworks and ground remediation in preparation for the building works, which are due to commence in October 2018.


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