PanStadia & Arena Management Magazine is the undisputed world leader for the business of stadia, arenas, sporting events and venues on a global scale.

Aberdeen FC appoints commercial consultants

Aberdeen FC has appointed The Sports Consultancy to support the club in maximising the commercial opportunity presented by its new stadium development.

Phase 1 of the 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 at Kingsford, the largest new-build stadium in Scotland in 100 years.

The Sports Consultancy’s rights marketing consulting team will work with the club 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.

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 £50 million 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.