St Johnstone Football Club

What St Johnstone Football Club does

St Johnstone Football Club is a professional football club based in Perth, Scotland, founded in 1885 and currently competing in the Scottish Premiership after promotion from the Championship. The club fields three competitive squads — a men's first team, St Johnstone WFC in the Scottish Women's Premier League, and Saints U19s in youth leagues — and plays home fixtures at McDiarmid Park, a stadium the club owns on the western edge of Perth. Governance sits with a private limited company (ST JOHNSTONE FOOTBALL CLUB LIMITED (THE)) led by CEO Francis Smith.

The club operates a diversified digital and physical ecosystem to monetize the supporter base and commercial partners. Core commercial offerings include season tickets and matchday ticket sales (via Fanbase and Future Ticketing), the Saints TV subscription streaming platform operated by Stream Digital Ltd, the Club Shop (online at retail.perthstjohnstonefc.co.uk and a physical store in Perth city centre), award-winning hospitality packages at McDiarmid Park, Saints Lotto weekly lottery, and stadium parking. PUMA is the official kit supplier for the 2025/26 season. The club also operates two wholly-owned subsidiaries: Saints TV (streaming service) and Saints in the Community (charitable outreach). Technology infrastructure includes Microsoft Clarity, Google Analytics, Bing Ads, and Facebook Pixel for digital marketing and web analytics, with ISO 27001:2022 compliant security for the streaming platform and GDPR compliance across data operations.

Revenue mechanics span eight named streams: matchday and season ticket sales (transaction and subscription), merchandise (hardware sales), Saints TV (subscription, with UK annual £59.99, UK monthly £5.99, international monthly £12 tiers), hospitality packages (subscription-style annual contracts), Saints Lotto (transaction), parking (£45 season / £5 per match), and sponsorship/advertising (licensing royalties). Go-to-market is direct-to-consumer via owned digital channels (perthstjohnstonefc.co.uk), the stadium ticket office, the physical club shop, and direct corporate hospitality sales. Customer segments split between individual supporters (primary), corporate/hospitality clients, youth academy players, and community trust members.

Name

St Johnstone Football Club

Legal name

ST JOHNSTONE FOOTBALL CLUB LIMITED (THE)

Website

https://perthstjohnstonefc.co.uk

Company type

Private

Founded year

1884

Operating status

Operating

Headcount range

51–100 employees

Short description

St Johnstone Football Club is a Perth-based professional football club competing in the Scottish Premiership, operating men's, women's, and U19 squads out of McDiarmid Park. It monetizes supporters through matchday tickets, streaming (Saints TV), merchandise, hospitality, lotto, and sponsorship with PUMA and other commercial partners.

Ownership category

akta.pro rank

Product category

Professional Football Club Services

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Team Sports Matches (Club & National) (MPAGAMAB)

akta.pro secondary industry

Nightlife Events & Club Tickets (THAJAFAK)

Keywords

• Professional football club
• Matchday ticketing services
• Sports hospitality packages
• Club merchandise retail
• Football streaming subscription

Headquarters

HQ city

Perth

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Matchday Ticket Sales: Revenue from individual match tickets for men's, women's, and U19 fixtures at McDiarmid Park and away matches. Tickets sold online, at ticket office, and via phone.
2. Season Tickets: Annual season ticket sales granting access to all home league matches for men's team. 2026/2027 season tickets currently on sale.
3. Merchandise Sales: Sale of club merchandise including home and away shirts, training kits, and accessories through the Club Store (retail.perthstjohnstonefc.co.uk).
4. Saints TV Subscriptions: Subscription streaming service offering live match audio/video, full match replays, exclusive interviews, and behind-the-scenes content. UK and International subscription tiers available.
5. Hospitality Packages: Award-winning matchday hospitality experiences at McDiarmid Park including premium dining, seating, and exclusive access. Packages sold direct to consumers and corporate clients.
6. Saints Lotto: Weekly lottery product (Super Saints Weekly Lotto) generating club revenue.
7. Parking: Season-long parking passes and per-match parking fees at McDiarmid Park stadium car parks.
8. Sponsorship & Advertising: Commercial partnerships including kit sponsorship, stadium advertising, business club membership, and various partner arrangements with local businesses.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

St Johnstone Football Club is a professional Scottish football club that fields men's, women's, and under-19 teams and sells match tickets, season tickets, hospitality packages, official merchandise, a subscription streaming service (Saints TV), a weekly lottery (Saints Lotto), and stadium parking to fans and corporate clients. The club is based at McDiarmid Park in Perth, Scotland, and operates Saints in the Community as a wholly-owned charitable outreach subsidiary.

Product overview

St Johnstone Football Club operates a diversified portfolio of products and services centered around its professional football operations. The club's primary offerings include men's first team matches (competing in the Scottish Championship), women's football (St Johnstone WFC in SWPL), and youth development (Saints U19s). Commercial and fan engagement products include Saints TV (streaming platform operated by Stream Digital Ltd), the Ticket Office (powered by Fanbase and Future Ticketing), the Club Shop (e-commerce retail), Hospitality Packages at McDiarmid Park, Saints Lotto, and community programs through Saints in the Community. The club also operates the Visitor Centre, Junior Saints youth program, and Hall of Fame recognition initiative. Ticketing is primarily managed through Fanbase for season tickets and Future Ticketing for specific away fixtures.

Differentiator

Problem solved

Functional benefit

Brands

• Saints TV: Digital streaming platform for match content, interviews, and behind-the-scenes footage
• Saints in the Community
• Saints Lotto
• St Johnstone WFC
• Saints U19s

Products and services

• Saints TV Official subscription streaming platform offering live audio coverage of home and away matches for UK subscribers and live video for international subscribers, plus full match replays, highlights, exclusive interviews, and behind-the-scenes content.
• Season Tickets Annual season ticket subscription granting access to all home men's first team league matches at McDiarmid Park, with partner discounts and finance options available.
• Matchday Tickets Individual match tickets for men's, women's, and under-19 home and away fixtures, sold online, by phone, and at the McDiarmid Park ticket office.
• Club Shop E-commerce retail store selling official St Johnstone FC merchandise including home and away shirts, training kits, and accessories.
• Hospitality Packages Premium matchday hospitality experiences at McDiarmid Park including first-class dining, premium seating, and exclusive access, sold to both individual supporters and corporate clients.
• Saints Lotto Weekly lottery (Super Saints Weekly Lotto) offering participants the chance to win prizes while generating revenue for the club.
• Season Parking Pass Annual season-long parking pass and per-match parking access at McDiarmid Park stadium car parks on home matchdays.
• Visitor Centre Stadium visitor facility offering tours and engagement experiences at McDiarmid Park.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Partnerships

14 partnerships are on record, tiered core and minor.

• PUMAcoreOEM/ Whitelabel/ Licensing PartnerPUMA is the official kit supplier for St Johnstone FC, providing all team kits including home shirts, away shirts, and training kits for the 2025/26 season.
• M&M DirectcoreGTM or Marketing PartnerOfficial club partner of St Johnstone FC, appearing as a prominent partner logo on the club website.
• SideyminorGTM or Marketing PartnerOfficial partner of St Johnstone FC.
• AB TaxisminorGTM or Marketing PartnerOfficial partner providing taxi services for the club.
• ConnektminorGTM or Marketing PartnerOfficial partner providing EV charging solutions.
• Invest in PerthminorGTM or Marketing PartnerRegional economic development partnership supporting the club.
• Stewarts Building ServicesminorGTM or Marketing PartnerOfficial building services partner.
• Docherty's Midland CoachesminorGTM or Marketing PartnerOfficial coach transport partner.
• Possible Estate AgentsminorGTM or Marketing PartnerOfficial partner, estate agency services.
• MKM Building SuppliesminorGTM or Marketing PartnerOfficial partner, building materials supplier.
• Stream Digital LtdcoreTechnology or IntegrationTechnology partner operating Saints TV streaming platform on behalf of St Johnstone FC. Manages the official streaming service including live match coverage, video on demand, and subscription management.
• FanbasecoreTechnology or IntegrationOfficial ticketing partner providing the online platform for season ticket and match ticket sales.
• Scottish Professional Football League (SPFL)coreStrategic or Co-development PartnerLeague governing body that St Johnstone FC competes in (Scottish Premiership). Sets competition rules, regulations, and coordinates league operations.
• Scottish Football Association (SFA)coreStrategic or Co-development PartnerNational governing body for football in Scotland. Responsible for club licensing, youth development standards, and regulatory oversight.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• St Mirren FC: Scottish Premiership club of broadly similar scale with a comparable diversified revenue mix including matchday, hospitality, merchandise, streaming, and community programs; competes in the same league and faces similar operational dynamics.
• Ross County FC: Another small-town Scottish football club competing in the Premiership/Championship, with comparable revenue mix (matchday, hospitality, merchandise, streaming) and similar catchment size; one of the most directly comparable peers to St Johnstone FC.
• Dundee FC: Scottish football club of comparable size with similar matchday, hospitality, merchandise, and streaming revenue mix; directly comparable competitor in the Scottish professional football ecosystem.
• Kilmarnock FC: Scottish Premiership club operating a similar portfolio of revenue streams including ticketing, merchandise, hospitality, and a Killie TV-style streaming service; directly comparable in scale and commercial model.
• Livingston FC: Scottish Premiership/Champiership club of similar scale to St Johnstone with a comparable diversified commercial operation and member/independent ownership structure.
• Motherwell FC: Long-established Scottish Premiership club with similar commercial structure (matchday tickets, hospitality, merchandise, streaming via their own platform), comparable in size and revenue mix to St Johnstone FC.

Regional players

• Dunfermline Athletic FC: Scottish Championship club with similar small-town heritage and comparable commercial structure; competes in the same SPFL ecosystem but at the second tier, making it a relevant comparable on operations rather than league-level economics.
• Partick Thistle FC: Scottish Championship club with similar commercial footprint (matchday, hospitality, merchandise, streaming) and broadly comparable size; a relevant peer for operational benchmarking even though it currently plays in a lower division.

Broad incumbents

• Celtic FC: The dominant club in Scottish football and a key comparator on streaming (Celtic TV), hospitality, and merchandising economics; structurally much larger but useful as the upper bound benchmark for streaming revenue potential in Scottish football.
• Rangers FC: One of the two Old Firm clubs dominating Scottish football; operates RangersTV and a comparable mix of matchday, hospitality, merchandise, and sponsorship revenue at significantly greater scale — a useful upper-bound benchmark for the sector.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/StJohnstone
• YouTubeyoutube.com/channel/UC1vgL4UuqhNXo6D_BXkqV_A
• Facebookfacebook.com/stjohnstonefootballclub
• LinkedInlinkedin.com/company/st-johnstone-fc
• Instagraminstagram.com/stjohnstonefc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 St Johnstone Football Club