Aberdeen Football Club

Name

Aberdeen Football Club

Legal name

Aberdeen Football Club Limited

Website

https://afc.co.uk

Company type

Private

Founded year

1903

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Professional Football Club Services

NAICS

Sports Teams and Clubs (711211), Other Spectator Sports (711219), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Team Sports Clubs (Football/Soccer, Basketball, Baseball, Hockey, Rugby, Cricket, etc.) (MPAKABAA)

akta.pro secondary industries

Licensing, Merchandising & Co-Branded Products (Sponsored Merchandise, Collabs) (MPAKALAE), Team Sports Matches (Club & National) (MPAGAMAB)

Keywords

• Professional football club
• Matchday ticket sales
• Football merchandise retail
• Sports streaming subscription
• Corporate hospitality sponsorships

Headquarters

HQ city

Aberdeen

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure, Others

Revenue model

1. Matchday Revenue: Revenue from match tickets for home games at Pittodrie Stadium, including general admission and hospitality packages.
2. Season Tickets: Annual season ticket sales providing access to all home league matches, with tiered pricing and AberDNA membership benefits.
3. Retail Merchandise: Sale of official merchandise including kits, training wear, fashion items, souvenirs and gifts through the club shop and online store. The club uses Macron as technical kit partner.
4. RedTV Streaming: Subscription-based streaming service offering match replays, interviews, behind-the-scenes content and exclusive programming for subscribers.
5. Commercial Partnerships: Sponsorship deals across multiple tiers including Principal Partners (Texo, Macron, Boskalis), Official Partners, and Club Partners, as well as hospitality and event space rentals.
6. Dons Cash Rewards Programme: Loyalty rewards programme allowing Season Ticket Holders and AberDNA Members to earn points on purchases and redeem against tickets, hospitality and merchandise.
7. Dons Cash Projects: Fan participation initiative where supporters direct their Dons Cash rewards to club improvement projects chosen by the club.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels12 records

Core offering

Aberdeen Football Club operates a professional Scottish Premiership football club based at Pittodrie Stadium in Aberdeen, Scotland. It sells matchday and season tickets, official replica kits and merchandise, AberDNA memberships, and a RedTV subscription streaming service, while generating commercial income through sponsorship tiers, corporate hospitality, and events at Pittodrie Stadium.

Product overview

Aberdeen Football Club operates a unified digital ecosystem comprising its main website (AFC.CO.UK) as the central hub, supported by specialized platforms including RedTV for streaming content, a ticketing platform for match and season tickets, and an online shop powered by Jonas Sports. The AberDNA membership programme and Dons Cash rewards system create integrated customer engagement across all services. The Dons Account provides single sign-on access to all digital properties. The club maintains associated trusts for heritage and community engagement.

Differentiator

Problem solved

Functional benefit

Brands

• RedTV: Subscription-based video streaming service offering exclusive club content, match replays, interviews, and behind-the-scenes footage.
• AberDNA
• Dons Cash
• Red Shed

Products and services

• Match Tickets Individual match tickets for Aberdeen FC home fixtures at Pittodrie Stadium, available digitally (no fee) or as physical tickets (£5 fee), with concession and under-12 pricing tiers.
• Season Tickets Annual season tickets granting access to all Aberdeen FC home league matches, with tiered pricing and benefits including Dons Cash rewards and AberDNA membership perks.
• 2026-27 Away Kit Official Aberdeen FC 2026-27 away replica kit manufactured by Macron, featuring white base with black and red detailing, available in adult, youth and infant sizes via Pittodrie Club Shop and shop.afc.co.uk.
• AFC Online Shop (Official Merchandise) E-commerce storefront selling official Aberdeen FC replica kits, training wear, fashion items, souvenirs and gifts, powered by Jonas Sports, with UK Standard Delivery (£5), Europe (£20), Worldwide (£23-30), and free Click & Collect.
• RedTV Streaming Service Subscription-based streaming service offering live match coverage, replays, exclusive interviews, and behind-the-scenes club content to subscribers globally via redtv.afc.co.uk and dedicated mobile apps.
• AberDNA Membership Official Aberdeen FC membership programme with tiered tiers including free AberDNA Junior (Under 12s with 2 free match tickets per season) and paid Platinum, Premium and International tiers including free replica shirts and priority ticket access.
• Dons Cash Rewards Programme Loyalty rewards programme for Season Ticket Holders and AberDNA Members, allowing them to earn points on purchases and redeem against tickets, hospitality and merchandise, with supporter-directed Dons Cash Projects.
• Corporate Hospitality & Sponsorship Packages Commercial hospitality, sponsorship and event-space packages including Principal, Official and Club Partner tiers, matchday hospitality experiences, and conference & events space rentals at Pittodrie Stadium, sold by the in-house commercial sales team.
• Pittodrie Stadium Matchday Events Live matchday and non-matchday events at Pittodrie Stadium (Britain's first all-seated stadium), including Scottish Premiership fixtures and external events such as the Hacienda Classical concert.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

25 partnerships are on record, tiered core, flagship and minor.

• EIS Waste ServicescoreGTM or Marketing Partner · 27 August 2025Official Recycling Partner with logo on back of men's playing shirts. Committed to environmental responsibility and supporting club recycling initiatives.
• MaxAmazecoreGTM or Marketing Partner · 9 January 2025Official Stadium Improvement & Fan Experience Partner. Specialist in fan engagement entertainment, pyrotechnics, stadium sound systems and floodlights. Branding on top of back of men's first team kit.
• TexoflagshipGTM or Marketing PartnerPrincipal Partner of Aberdeen FC. Texo is a leading energy services company providing significant financial and marketing support to the club.
• MacronflagshipGTM or Marketing PartnerItalian sportswear brand and technical kit partner. The 2026-27 away kit is the first strip created in partnership with Macron, headquartered in Bologna.
• BoskalisflagshipGTM or Marketing PartnerLeading global dredging contractor and marine services provider. Principle Partner of AFC Women for three years, supporting women's football growth.
• John Lawrie MetalscoreGTM or Marketing PartnerOfficial Women's Team Partner. Branding on back of AFC Women's first team jerseys for two seasons. Longstanding supporter of the club.
• GAC UKcoreGTM or Marketing PartnerShipping, logistics and marine service provider. Official Sleeve Sponsor of AFC Women's team and Girls' Academy since 2019. Supports annual Fair Play for All community event.
• Katoni EngineeringcoreGTM or Marketing PartnerSpecialist consulting, engineering, procurement and construction company. Brand on AFC Women's team shorts. Sponsors the Katoni Cup youth tournament.
• Peterson Energy LogisticscoreGTM or Marketing PartnerWorld-leading international energy logistics company. Official Talent Development Partner of Aberdeen FC Girls' Academy. Supports appointment of first full-time Girls' Programme Manager.
• Scottish Brain SciencescoreGTM or Marketing PartnerScotland-based brain health research organisation. Official Women's Team Partner with branding on back of jerseys. Raises awareness of clinical research opportunities.
• Amplus EnergycoreGTM or Marketing PartnerAberdeen-based energy services company. Official Supporter of AFC Youth Academy for over a decade. Sponsors Amplus Energy Talent of the Month award and Angus the Bull mascot.
• Fowler McKenziecoreGTM or Marketing PartnerScotland's leading roofing and cladding specialists. Official Partner of Aberdeen FC Pre-Academy Programme. Also sponsors the Craig Brown Tournament.
• Rainbow City TaxisminorGTM or Marketing PartnerFleet of 500+ vehicles operating 24/7. Official Partner providing supporter transport to matches and club events.
• Aberdeen & Grampian Chamber of CommercecoreStrategic or Co-development PartnerRenewed partnership elevated to Official Partner status. Both organisations benefit from Premier Partner status, working together to influence economic prosperity of the region.
• Carabao SPORTminorGTM or Marketing PartnerOfficial Sports Drink Partner for 2025/26 season. Informed Sport accredited isotonic drinks to help the Dons stay hydrated. Available in Raspberry, Orange and Mixed Berry.
• Positive PlanetcoreStrategic or Co-development PartnerClub's first Net Zero Advisory Partner, helping Aberdeen FC work towards carbon footprint reduction targets.
• First Bus and StagecoachminorGTM or Marketing PartnerPartnership providing free public transport for fans on matchdays, supporting sustainability and fan access.
• University of AberdeenminorStrategic or Co-development PartnerClub partner connecting the club with academic heritage, referenced in 2026-27 away kit design featuring Sir Duncan Rice Library.
• RAM TubularscoreGTM or Marketing PartnerOfficial Youth Academy Partner supporting the development of young players at the club.
• Sky SportsminorGTM or Marketing PartnerBroadcast partner. Opening league fixture against Hearts on 1 August 2026 broadcast live on Sky Sports.
• BaxterStoreyminorGTM or Marketing PartnerClub Supplier providing catering services at Pittodrie Stadium.
• William HillminorGTM or Marketing PartnerNamed sponsor of William Hill Premiership, the league in which Aberdeen FC competes.
• Grassroot SoccerminorStrategic or Co-development PartnerClub Partner using football to drive health, education and social change in communities.
• AFC Heritage TrustcoreStrategic or Co-development PartnerSeparate trust dedicated to preserving and sharing Aberdeen FC's history and heritage.
• AFC Community TrustcoreStrategic or Co-development PartnerHandles all official charity requests on behalf of Aberdeen FC, running community outreach programmes.

Scale indicators9 records

Recent moves6 records

Expansion highlights7 records

Market position

Strengths4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AberdeenFC
• YouTubeyoutube.com/@aberdeenfc
• Facebookfacebook.com/aberdeen.fc
• LinkedInlinkedin.com/company/aberdeenfc
• Instagraminstagram.com/aberdeenfc
• TikToktiktok.com/@aberdeenfc?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aberdeen Football Club