Aberdeen FC Community Trust

What Aberdeen FC Community Trust does

Aberdeen FC Community Trust (AFCCT) is a Scottish-registered charity (SC044720), founded in March 2014, that serves as the official charity partner of Aberdeen Football Club. Its mission is to provide support and opportunity across Aberdeen City and Shire through two programmatic pillars — Football, Health & Wellbeing, and Education & Positive Destinations — delivering services free at point of use to over 10,000 people per year. The Trust's portfolio spans dementia-friendly Music Memories and Football Memories sessions, the 13-week Football Fans in Training programme for men aged 35–65, the 12-week SAMH/SPFL "Changing Room" mental-health course for men aged 30–64, the MINDSET adolescent mental-health curriculum (delivered in partnership with Grassroot Soccer), school-based football leagues, the Holiday Coaching Camps at Cormack Park, the Girls League with over 500 players across 20 clubs, and the new Pittodrie Pathways SQA-accredited curriculum launched in late 2025 at The Gordon School in Huntly.

The Trust operates on a donations-based revenue model drawing from individual giving (JustGiving, payroll giving, matched giving, legacy gifts), corporate sponsorship (a documented roster including CNOOC International, Vattenfall, TAQA UK, EDF, Eden Scott, Kr Group Scotland, Walkers Shortbread, Concept Promotional Merchandise, Greenwell Equipment, and many regional SMEs), third-party fundraising campaigns (CEO Sleepout, Northern Lights Campaign, White Feather Ball, Kit For Christmas), and time-bounded grants (Ellen and Ian Graham Foundation, Cormack Foundation). It does not charge beneficiaries for education or health programmes; only Holiday Coaching Camps carry participant fees. AFCCT sells 50-50 matchday draw tickets at Aberdeen FC home games as a recurring transactional revenue stream. All programmes are delivered in-person via a field-led GTM — school-based delivery, community venues (community hubs, health walks, dementia-friendly sessions), and Pittodrie Stadium / Cormack Park facilities — supported by a recently launched Abler self-serve booking platform for camps.

The organisation is led by CEO Peter Davidson (appointed 3 November 2025), with Board governance from Chair Matt Nicol, Vice Chair Jim Buchan, and trustees that include representatives of Aberdeen Football Club. Headcount is 11–50 across programme leads (Football Development, Secondary Education, Health and Wellbeing, Primary Education), Partnership Management and Corporate Services. Geographic scope is North-East Scotland (Aberdeen City and Aberdeenshire), though the most recent 2026 funding signals intent to expand the MINDSET programme beyond the region, and the formal "Every Don" initiative (jointly launched with Aberdeen FC in February 2026) frames the Trust's next strategic phase around access, innovation and inclusion.

Name

Aberdeen FC Community Trust

Legal name

Aberdeen FC Community Trust Limited

Website

https://afccommunitytrust.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Aberdeen FC Community Trust is a Scottish-registered charity (founded March 2014) that operates as the official charity partner of Aberdeen Football Club, delivering free education, football, health and wellbeing programmes to over 10,000 people annually across Aberdeen City and Shire, funded through donations, corporate sponsorship and fundraising events.

Ownership category

akta.pro rank

Product category

Charitable Community Programmes

NAICS

Civic and Social Organizations (8134), Grantmaking and Giving Services (81321), Sports Teams and Clubs (711211), Voluntary Health Organizations (813212)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

akta.pro secondary industries

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK), Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ), Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)

Keywords

• Community football programmes
• Youth education services
• Mental health programmes
• Charitable community outreach
• Health and wellbeing initiatives

Headquarters

HQ city

Aberdeen

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual Donations: AFCCT relies on individual donations through various mechanisms including one-off donations, regular giving, payroll giving, matched giving schemes, and legacy gifts in wills. Donations can be made via JustGiving platform, direct bank transfers, and employer payroll schemes.
2. Corporate Sponsorship: Corporate sponsorship from businesses provides funding and in-kind support. Companies align their CSR goals with AFCCT programming and receive brand association with Aberdeen FC's partner charity.
3. Social Return on Investment: AFCCT demonstrates that for every £1 invested, there is a £10 cumulative economic, societal and public health return, making it an attractive proposition for funders and sponsors.
4. Matchday 50-50 Draw: Revenue generated from 50-50 draw tickets sold at Aberdeen FC home matches, with 50% of proceeds distributed to AFCCT projects and remaining split between two winners.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Aberdeen FC Community Trust is the official charity partner of Aberdeen Football Club and delivers free community programmes across Aberdeen City and Shire organised under two pillars: Football, Health & Wellbeing (grassroots football coaching, Holiday Coaching Camps, Girls League, Health Walks, dementia-friendly Music and Football Memories) and Education & Positive Destinations (the MINDSET adolescent mental health programme, The Changing Room, Football Fans in Training, the Youth Ambassador Programme, and Pittodrie Pathways). The Trust's programmes are delivered directly in schools, community venues and at Pittodrie Stadium/Cormack Park and support more than 10,000 people a year, funded through donations, corporate sponsorship and grants.

Product overview

Aberdeen FC Community Trust operates as a unified charity offering multiple interconnected community programmes organized under two main pillars: Football, Health & Wellbeing (including holiday coaching camps, primary school football, girls league, health walks, memories groups, and the 50-50 draw initiative) and Education & Positive Destinations (including MINDSET mental health programme, The Changing Room, Football Fans in Training, Youth Ambassador Programme, and Pittodrie Pathways). The Trust also provides support services through fundraising, volunteering, corporate sponsorship, and various donation mechanisms. These programmes collectively serve over 10,000 people annually across Aberdeen City and Shire, focusing on inspiring and empowering the community through football, health, and education initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• AFCCT: Abbreviated name used for Aberdeen FC Community Trust in communications and branding.
• MINDSET
• The Changing Room
• Football Fans in Training
• Pittodrie Pathways
• Every Don

Products and services

• Football, Health & Wellbeing Programme pillar providing grassroots and mass-participation football opportunities (Holiday Coaching Camps, Primary Schools Football Programme, Girls League, Saturday Soccer, Community Cup) alongside health and wellbeing programmes (Health Walks, Music and Football Memories, Community Hub) for the Aberdeen City and Shire community.
• Education & Positive Destinations Programme pillar delivering in-school education and positive-destinations support across primary and secondary schools in North-East Scotland, leveraging the passion for Aberdeen FC to encourage pupil engagement in the classroom and beyond. Includes the MINDSET, The Changing Room, Football Fans in Training, Youth Ambassador Programme, and Pittodrie Pathways initiatives.
• MINDSET Proactive and preventative mental health programme for young people aged 10-14, developed in partnership with Grassroot Soccer and supported by CNOOC International, First Integrated Solutions, Strachans Ltd, Eden Scott, and the Ellen and Ian Graham Foundation. Focuses on life skills that promote positive mental wellbeing and resilience rather than mental health disorders, and has reached over 1,000 pupils across 10 schools (2022/23).
• The Changing Room 12-week mental health course targeting men aged 30-64, using football to help them better self-manage their mental health and support one another. Run in partnership with SAMH, SPFL Trust, and funded by Movember, delivered at Pittodrie Stadium.
• Football Fans in Training (FFIT) 13-week programme helping men aged 35-65 get fitter, healthier and happier through combined sessions at sports centres and football venues, teaching healthy eating, getting active and lifestyle changes.
• Holiday Coaching Camps Football coaching camps offered during Easter, Summer and October holidays at multiple venues including Cormack Park, Garioch Sports Centre and Stonehaven, providing over 1,000 young people the opportunity to play football each year. Bookable via the Abler platform.
• Primary Schools Football Programme Saturday morning football programme for primary schools across the North-East, with teams participating in fixtures and festivals at Cormack Park and school venues. Focuses on participation, inclusion and fun in a safe environment.
• Girls League Football development pathway for girls aged 5-12 across the North-East of Scotland, with over 500 registered players across 20 grassroots clubs. Partners include TAQA, Scottish FA, and Scottish Women's Football.
• Health Walks Organised walking programmes held on Tuesday mornings (10am-12pm) across various locations in Aberdeen, promoting physical activity and social connection, with tea and coffee provided at some sessions.
• Music Memories Dementia-friendly programme based around reminiscence using music to help people make new memories and reminisce. Run in partnership with SHMU, Football Memories Scotland, and Alzheimer's Scotland, sponsored by Walkers Shortbread.
• Memories Groups (Football Memories, Social History Memories) Reminiscence sessions including Football Memories and Social History Memories, open to those affected by dementia, loneliness, social isolation or mental health conditions.
• Youth Ambassador Programme Year-long programme for young people aged 14-18 (with volunteer opportunities to 24) to develop skills and knowledge through workshops, training courses, work experience and volunteering. Supported by The 'Brighter Futures' legacy fund established in 2021 in memory of former chairman Duncan Skinner; approximately 45 young people were signed up and Youth Ambassadors completed 864 volunteer hours.
• Community Hub Weekly Thursday sessions (12.30pm-3.30pm) providing hot meals, activities, free WiFi and access to local organisations. Includes festive events such as the Festive Friends lunch for 120 programme participants.
• Saturday Soccer at Cormack Park Weekly Saturday football sessions at Cormack Park for young football stars aged 6-12 across Aberdeen City and Shire. First two sessions are free, focusing on fun warm-ups and free play matches.
• Community Cup Competition involving four city primary schools from Harlaw Academy Associated Schools Group. Schools earn points through community actions (litter picks, care home visits) and social actions (environmental projects, anti-bullying campaigns) to win the Community Cup. Partnered with TAQA UK.
• Pittodrie Pathways Education programme for S5 pupils delivering weekly sessions throughout the school year, providing SQA Qualifications at National Four level and key skills in community engagement. Students visit Pittodrie Stadium to learn about various professional football club roles. Supported by Vattenfall and delivered by Secondary Education Team Lead Fiona Ingleby to 17 Huntly S5 pupils.
• 50-50 Draw Matchday draw at every domestic home game during the 2025/26 season from the AFCCT Community Zone outside the Richard Donald Stand, sponsored by Greenwell Equipment with XIC and Kore Solutions. 50% of proceeds go to AFCCT projects and the remaining 50% is split between two winners.
• Kit For Christmas Annual campaign delivering unused football kit including socks, shorts and jackets to schools and community organisations across the North-East during the festive period. Distribution supported by EIS Waste.
• CEO Sleepout Aberdeen Annual event at Pittodrie Stadium where senior business leaders give up their beds for one night to raise awareness and funds for homelessness. Raised over £72,000 in 2025, the highest CEO Sleepout total outside London.
• Corporate Sponsorship Partnership opportunities for businesses to support AFCCT's range of initiatives, programmes and campaigns, aligning corporate social responsibility (CSR) goals with AFCCT programming and the Aberdeen FC-affiliated charity brand.
• Fundraising Various fundraising activities and support for individuals and companies to raise funds for AFCCT, including JustGiving page, matched giving and personal challenges. The Trust marked its 10th anniversary year in 2024.
• Volunteering Volunteer opportunities supporting AFCCT programmes and events, including football coaching, active ageing programmes, events/fundraising, and matchday support. Minimum age 16, with the Youth Ambassador programme open to those aged 14-24.
• Donation Options Multiple donation methods including Matched Giving, Payroll Giving, Gift in Your Will, Regular Giving and one-time donations through the JustGiving platform.
• Every Don Community Initiative Joint community impact initiative between Aberdeen FC and Aberdeen FC Community Trust designed to strengthen the Club's contribution across Aberdeen, Aberdeenshire and the wider North-East. The initiative operates across three pillars: Access, Innovation, and Inclusion, and formalises shared commitment to ensuring everyone has the opportunity to feel connected to Aberdeen FC.

Quantifiable outcome

• £10 social value per £1 invested
• +7 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

26 partnerships are on record, tiered minor, major and core.

• EIS WasteminorGTM or Marketing Partner · 17 December 2025Supplying delivery vehicles for Kit For Christmas campaign distributing football kit to schools and community organizations.
• Greenwell EquipmentmajorGTM or Marketing Partner · 8 September 2025Family-owned Aberdeen business sponsoring the 50-50 draw at every domestic home game during 2025/26 season from AFCCT Community Zone.
• XICminorGTM or Marketing Partner · 8 September 2025Supporting the AFCCT Community Zone to ensure funds raised provide maximum benefit to participants.
• Kore SolutionsminorGTM or Marketing Partner · 8 September 2025Supporting the AFCCT Community Zone to ensure funds raised provide maximum benefit to participants.
• Codona'sminorGTM or Marketing Partner · 20 December 2024AFCCT branding on display at Codona's Christmas Market ice rink and giant light up Christmas decoration dedicated to the Trust.
• CIF (Cleansite)minorStrategic or Co-development Partner · 1 November 2024CIF's Re-Kicks initiative refurbishes donated football boots and sends them to organizations for distribution to young players. AFCCT received 50 pairs of boots for partner schools.
• Eden ScottmajorGTM or Marketing Partner · 9 July 2024Local Aberdeen recruitment company became Official Partner of MINDSET programme, enabling delivery to over 1,000 pupils across the city and shire.
• TAQA UKcoreGTM or Marketing Partner · 8 May 2024Energy company partnering for AFCCT Community Cup involving four city primary schools, and supporting Girls League football development pathway.
• North East Scotland College (NESCol)minorStrategic or Co-development Partner · 10 November 2023Student placement partnership providing HNC Sports Coaching students opportunity to work within AFCCT football team.
• KR Group ScotlandmajorGTM or Marketing Partner · 21 September 2023Steel and cladding company sponsoring the Primary Schools Football Programme with fixtures and festivals at Cormack Park.
• Concept Promotional MerchandiseminorGTM or Marketing Partner · 20 July 2023Producing 800 t-shirts for summer camp participants, supporting holiday coaching camps.
• Forrest TrainingminorStrategic or Co-development Partner · 2 March 2023Social Care and Health Care training specialists delivering first aid training to young people in AFCCT partner schools.
• Scottish Women's FootballcoreStrategic or Co-development Partner · 1 September 2022Partnership for Girls League football development pathway for girls aged 5-12 across the North-East.
• Grassroot SoccercoreStrategic or Co-development Partner · 1 January 2022MINDSET programme developed in partnership with US-based Grassroot Soccer, focusing on positive mental health for adolescents.
• University of AberdeencoreStrategic or Co-development Partner · 1 December 2018Successful schools and community partnership extended until 2026, with university lecturers collaborating on workshops at local schools and campus visits for AFCCT partner school pupils.
• Aberdeen Football ClubcoreStrategic or Co-development PartnerAFCCT is the official charity partner of Aberdeen Football Club. The Club provides access to Pittodrie Stadium, brand association, and platform for community initiatives. The partnership enables the Trust to leverage the Club's emotional connection with fans and the local community.
• Aberdeen City CouncilcoreStrategic or Co-development PartnerLocal government partner working with AFCCT on community programmes and school initiatives across Aberdeen city.
• Aberdeenshire CouncilcoreStrategic or Co-development PartnerLocal government partner supporting AFCCT community delivery across Aberdeenshire.
• SPFL TrustcoreStrategic or Co-development PartnerNational partnership through the SPFL Trust for programmes like The Changing Room and Football Fans in Training.
• SAMH (Scottish Association for Mental Health)coreStrategic or Co-development PartnerPartnership for The Changing Room programme, a SAMH project delivered in partnership with SPFL Trust and football club charities across Scotland.
• Scottish FAcoreStrategic or Co-development PartnerNational football governing body partnership for football development and girls football league.
• Corporate SponsorscoreGTM or Marketing PartnerCorporate sponsorship programme allowing businesses to align CSR goals with AFCCT programming and receive brand association with Aberdeen FC's partner charity.
• VattenfallcoreGTM or Marketing PartnerEnergy company supporting the Pittodrie Pathways programme for Huntly S5 pupils at The Gordon School. Vattenfall is based near their Clashindarroch II Onshore Wind project.
• SHMUminorStrategic or Co-development PartnerPartnership for Music Memories programme and community hub activities.
• Alzheimer's ScotlandminorStrategic or Co-development PartnerPartnership for Football Memories and Music Memories dementia-friendly programmes.
• Football Memories ScotlandminorStrategic or Co-development PartnerPartnership for reminiscence sessions for people affected by dementia.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Celtic FC Foundation: Official charity arm of Celtic FC delivering health, education, employability, and football participation programmes across Glasgow. Operates the same model of a single professional club foundation delivering free community programmes funded by corporate sponsorship, matchday draws and individual donations, with strong similar parallels in mental health (Celtic's 'Football for Good' programme competes for SPFL Trust resources).
• Heart of Midlothian Community Foundation: Hearts FC's affiliated charity in Edinburgh delivering mental health, education and participation programmes. Direct comparable as another SPFL club trust with Scottish-only geographic remit, mental health (Changing Room) and education programmes sharing SPFL Trust funding.
• Everton in the Community: Everton FC's official charity delivering sport, education, health and employability programmes primarily across Merseyside. Comparable as a Premier League/English Football League affiliated charity with multi-programme structure, dementia support programmes and large annual participant base.
• Foundation of Light (Sunderland AFC): Sunderland AFC's official charity delivering education, health, sport and community programmes across the North East of England. Closely comparable scale, programme pillars (sport for development, health, education, inclusion), and club-affiliated foundation model with multiple facility sites.
• Liverpool FC Foundation: Liverpool FC's official charity delivering sport, education and health programmes across Merseyside and beyond. Closely comparable as a Premier League club-affiliated charity using football to address education, mental health and inclusion outcomes.
• Rangers Charity Foundation: Rangers FC's affiliated charity operating across health, education and community programmes in the West of Scotland. Directly comparable operating model (club-affiliated charity, stadium-based delivery, plus regional schools and wellbeing programmes) and competes with AFCCT for SPFL Trust funding streams.
• Manchester City FC Foundation: Manchester City's official charity delivering sport-for-development, education and health programmes at city and regional scale. Comparable operating model but materially larger budget, demonstrating the upper end of what an elite club-affiliated charity can achieve.
• Dundee FC Community Trust: Dundee FC's official charity delivering health, education and participation programmes in the city of Dundee. Directly comparable as a smaller SPFL club trust operating within a single city/region in Scotland with similar funding model constraints and footprint.
• Hibernian Community Foundation: Hibs' official charity delivering education, health, and inclusion programmes in Edinburgh and the Lothians. Closely comparable SPFL club-affiliated charity model sharing SPFL Trust programmes (FFIT, Changing Room) and competing for similar corporate CSR in Scotland.

Others

• SPFL Trust: The Scottish Professional Football League's charitable trust that coordinates league-wide community programmes such as Football Fans in Training and The Changing Room (both delivered by AFCCT). Relevant not as a competitor but as an enabler, programme IP source, and co-funding partner for AFCCT's health-and-wellbeing work.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AFCCT
• Facebookfacebook.com/AberdeenFCCommunityTrust
• LinkedInlinkedin.com/company/aberdeen-fc-community-trust
• Instagraminstagram.com/afccommunitytrust

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 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 FC Community Trust