Ayr United Football Club

What Ayr United Football Club does

Ayr United Football Club is a Scottish professional football club founded in 1910 through the amalgamation of Ayr FC and Parkhouse, competing in the William Hill Championship — the second tier of the Scottish Professional Football League (SPFL). The club plays home matches at Somerset Park in Ayr, Scotland, and contests a 18-match home league schedule plus cup ties and playoffs each season. Its operations span a Men's First Team, Women's First Team, and the Ayr United Football Academy (AUFA), supported by a youth and community development ecosystem that includes the AU Player Fund (fan-funded player recruitment) and an affiliated Former Players Club.

The club operates a diversified revenue model across multiple product lines and customer segments. Core matchday revenue is generated through season tickets (ranging £40 for children to £325 for North Stand adults) and individual match tickets (£6-£22), supplemented by a tiered hospitality offering including the Super Ayr Package (£110+VAT), Black and White Package (£65+VAT), Private Dining (£1,000), and the exclusive Club 1910 season-long membership (£1,600+VAT per person, capped at 25). Commercial revenue is anchored by multi-year partnerships with O'Neills (kit supplier through 2029), William Hill (SPFL title sponsor), Jewson, and others, alongside match sponsorship (£250+VAT), ball sponsorship (£100+VAT), player sponsorship (£200-£225), and trackside advertising (from £900+VAT per season). The club opened the Ally MacLeod Hospitality Suite in July 2024, expanding venue hire capacity and corporate event revenue. Additional streams include merchandise sales via store.ayrunitedfc.co.uk, Ayr United TV (streaming for international supporters outside UK/Ireland), community pitch hire (£28-£45 per hour), and a weekly lottery. The primary customer base is local and regional football supporters, with secondary segments of corporate clients, families, disabled supporters, and an international fan streaming audience.

The business is privately held as a Scottish private limited company (Company Number SC0005950), governed by a Board of Directors with Vice-Chairman Fraser MacIntyre, General Manager Tracy McTrusty, and Manager Gary Naysmith. The club is integrated with the local community through the Supporters Association, academy pathways, and community facility hire, and is subject to SPFL governance, GDPR/CCPA-compliant data practices, and UK Equality Act 2010 and Anti-Racism policies. Technology infrastructure is standard off-the-shelf — online ticketing, e-commerce, WorldPay payments, streaming, and stadium video surveillance — with no proprietary platforms or AI/ML capabilities disclosed.

Name

Ayr United Football Club

Legal name

Ayr United Football Club

Website

https://ayrunitedfc.co.uk

Company type

Private

Founded year

1910

Operating status

Operating

Headcount range

51–100 employees

Short description

Ayr United Football Club is a privately held Scottish professional football club founded in 1910, competing in the William Hill Championship (SPFL second tier) at Somerset Park. It generates diversified revenue through match tickets, season tickets, hospitality, merchandise, sponsorships, streaming, and venue hire, serving local supporters, corporate sponsors, and international fans.

Ownership category

akta.pro rank

Product category

Professional Football Club Services

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYMPAKAAAA

Association Football (Soccer) Leagues

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Professional Sports Leagues (Domestic & International)

SECONDARYMPAGAMAB

Team Sports Matches (Club & National)

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Live Sports Events

SECONDARYMPABAHAJ

Sports OTT & League Pass Streaming Channels

Media, Entertainment & Sports/Broadcasting (TV & Radio)/OTT/FAST Streaming Channels & Virtual MVPDs

SECONDARYTHAFAIAG

Concession & Stadium / Arena Catering

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Catering & Banquet Foodservice

Keywords

• Professional football club
• Matchday hospitality
• Football merchandise sales
• Sports sponsorship packages
• Stadium venue hire

Headquarters

HQ city

Ayr

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Match Ticket Sales: Individual match ticket sales across all home league and cup matches in the William Hill Championship. Revenue generated per match based on attendance and ticket pricing tiers.
2. Season Tickets: Season ticket sales for the full campaign offering discounted rates versus individual match tickets. Provides predictable revenue stream and fan commitment.
3. Merchandise Sales: Sale of official club merchandise including kits (home, away, goalkeeper), leisurewear, accessories, and memorabilia through physical club shop and online store.
4. Matchday Hospitality: Premium hospitality packages (Super Ayr Package, Black and White Package, Private Dining) sold for home matches in the Ally MacLeod Suite. Includes food, drinks, seating, and additional benefits.
5. Match Sponsorship: Corporate sponsorship of individual matches including team sheet recognition, PA announcements, match programme presence, Man of the Match selection, and signed shirt.
6. Kit Sponsorship - O'Neills: Official kit supplier partnership with O'Neills for manufacture and supply of playing kits and training apparel. Partnership extended through 2029.
7. Advertising: Sale of advertising space including trackside/perimeter boards, stand advertising, programme adverts, and half-time draw sponsorship throughout the stadium.
8. Player Sponsorship: Individual player shirt sponsorship for home, away, and third kits. Includes matchday recognition, signed shirts, and website/programme branding.
9. Venue Hire: Rental of club facilities including Ally MacLeod Hospitality Suite, Cameron's Bar, and Club 1910 for events such as weddings, parties, funerals, corporate events, and conferences.
10. Streaming Service (Ayr United TV): Subscription streaming service for international (outside UK/Ireland) access to live match commentaries, post-match interviews, and highlights. Includes free trial and monthly subscription options.
11. Community Pitch Hire: Hourly rental of community pitch for adult and youth football matches and training sessions.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels9 records

Core offering

Ayr United Football Club is a Scottish Championship football club that sells matchday tickets, season tickets, official merchandise, and matchday hospitality packages to football supporters, while generating B2B revenue through corporate sponsorship, stadium advertising, and venue hire. The club also operates Ayr United TV, a subscription streaming service for international fans outside the UK and Ireland, and an associated youth academy (AUFA) for player development.

Product overview

Ayr United Football Club operates a diversified product portfolio centered on its professional football operations in the William Hill Championship. The core offering includes matchday experiences through Season Tickets and Match Tickets, supplemented by the Ayr United Shop selling official merchandise and kits (manufactured by O'Neills until 2029). The hospitality tier features the Ally MacLeod Hospitality Suite (opened July 2024), Club 1910 premium season package, and various Match and Ball Sponsorship opportunities. Additional revenue streams include Stadium Advertising, Community Pitch Hire, Player Sponsorship, Match Day Mascot packages, Venue Hire of stadium facilities, and the Ayr United TV Streaming Service for international supporters. The club also operates the Ayr United Academy as a youth development entity. All products are managed through digital platforms including online ticketing, the club shop, and streaming services.

Differentiator

Problem solved

Functional benefit

Products and services

• Season Tickets Season tickets for all William Hill Championship home league matches with tiered pricing across Adult (£300/£325), Concession Over 65/Student (£195/£210), Young Adult 18-21 (£175/£195), Juvenile 13-17 (£100/£115), and Child 12 & under (£40/£50). Provides discounted access compared to individual match tickets.
• Match Tickets Individual match admission tickets for William Hill Championship fixtures. Adult £22, Concession £15, Juvenile (13-17) £15, Child (under 13) £6. Available online through the club ticketing platform.
• Ayr United Shop (Official Merchandise) Official online and physical merchandise store selling club kits (home, away, goalkeeper), leisurewear, accessories, and memorabilia including 2026/27 Adult Home Top (£55), Adult Home Goalkeeper Top (£55), Adult Away Top (£55), and Somerset Park Brick (£60). Kits manufactured by O'Neills through 2029.
• Matchday Hospitality Premium matchday hospitality packages including Super Ayr Package (£110+VAT per person with 3-course meal and inclusive drinks), Black and White Package (£65+VAT per person with pay bar access), and Private Dining (£1,000 inclusive of VAT for 10 people). Held in the Ally MacLeod Suite with padded seats and additional matchday benefits.
• Club 1910 Membership Premium season hospitality package offering padded seats in North Stand, exclusive room access with hot buffet, complimentary drinks, half-time fayre, matchday programmes, relaxed dress code, and event access. Priced at £1,600+VAT per person per season, limited to 25 places. Valid for all matches including pre-season, cup, league, and playoff.
• Match Day Mascot Package Mascot experience package for individuals priced at £175 including VAT. Includes teamsheet/web/social naming, programme feature, £40 shop voucher, free entry for family, team lead-out, player photos, Pandamonium appearance, and Heads of Ayr Farm Park pass.
• Player Sponsorship Individual player shirt sponsorship for home shirt (£225) and away/third shirt (£200). Includes matchday recognition, signed shirts, website/programme naming, and goal and substitution announcements. 12.5% discount for two tops, 15% discount for three tops.
• Match & Ball Sponsorship Match sponsorship (£250+VAT) includes team sheet naming, programme, PA announcements, Man of the Match selection, and signed shirt. Ball sponsorship (£100+VAT) includes team sheet and programme recognition and signed football. Both sold as add-ons to hospitality bookings.
• Stadium Advertising Advertising space including trackside/perimeter boards (6m x 0.75m from £900/season+VAT), stand advertising, programme adverts, and half-time draw sponsorship. Half-time draw sells over 1,000 tickets per match on average.
• Community Pitch Hire Hourly rental of community pitch for adult and youth football matches and training sessions. Full pitch at £45/hour (adults) or £28/hour (under 18s); half pitch at £34/hour (adults) or £20/hour (under 18s). Changing rooms available for additional fee.
• Venue Hire at Somerset Park Rental of club facilities including Ally MacLeod Hospitality Suite (from £500, up to 200 seated guests), Cameron's Bar (from £150, 64+ capacity), and Club 1910 (from £150). Available for weddings, parties, funerals, corporate events, and conferences. On-site catering provided.
• Ayr United TV Streaming Service Subscription streaming service providing access to live match commentaries, post-match interviews, and highlights for international viewers outside UK and Ireland. Includes 10-day free trial and monthly subscription options. Single game access at £10.00.
• Ayr United Lottery Weekly lottery product for supporters to participate in fundraising for the club.
• Ayr United Academy (AUFA) Youth football academy providing development pathways and training for young players, including community pitch facilities and fan zone football sessions.

Quantifiable outcome

• Season ticket sales reached highest levels in several years for 2026/27 season
• +1 more outcomes

Named customers6 records

Segments9 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

Nine partnerships are on record, tiered minor and core.

• Wallace AllanminorGTM or Marketing Partner · 25 April 2026Sponsor of annual Player of the Year Awards event held at Ally MacLeod Suite. Generously donated prizes for winners including Men's and Women's First Teams.
• O'NeillscoreTechnology or Integration · 13 April 2026Kit supplier partnership extended for 3 additional years through 2029. O'Neills continues as Official Kit Supplier of the Honest Men, providing playing kits and training apparel for Men's and Women's First Teams, Academy, and supporters merchandise.
• Stagecoach South ScotlandcoreGTM or Marketing Partner · 4 December 2025Partnership offering discounted £3 Ayr DayRider bus tickets to Ayr United supporters on home matchdays. Fans receive code via email to use on Stagecoach Bus App. Valid from 6th December 2025 home match with Partick Thistle.
• JewsonminorGTM or Marketing PartnerOfficial Partner of Ayr United FC. Building materials supplier with branch located at Ayr McCalls Avenue. Logo displayed on official website as partner.
• William HillcoreGTM or Marketing PartnerTitle Sponsor of the SPFL (Scottish Professional Football League). William Hill branding appears on league materials and is referenced on club communications regarding championship fixtures.
• Heads of Ayr Farm ParkminorGTM or Marketing PartnerSponsor of Match Day Mascot package. Includes children's pass to Heads of Ayr Farm Park as part of mascot experience.
• Connekt ChargingminorGTM or Marketing PartnerEV charging partnership at Somerset Park. Logo displayed on official website indicating electric vehicle charging facilities available at the stadium.
• Ayr United Supporters Association (AUSA)coreStrategic or Co-development PartnerPartnership with official supporters organization for fan zone operations at home matches. Joint initiative providing entertainment, food, music, and activities at Cameron's Bar on matchdays through end of September.
• AUFA (Ayr United Football Academy)coreStrategic or Co-development PartnerOfficial academy providing youth development pathway. Academy players featured in community pitch activities and fan zone football sessions. Website at aufa.org.uk.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Arbroath FC: SPFL Championship co-tenant from a small Scottish town with a similar community-club profile. Direct on-pitch peer and close comparable on commercial scale and matchday yield.
• Greenock Morton FC: SPFL Championship co-tenant and one of the smaller market Championship clubs, with a comparable reliance on community-driven revenue and a similar matchday-centric commercial offering.
• Dunfermline Athletic FC: SPFL Championship co-tenant with a similarly sized stadium and comparable community-club identity. Closely comparable in revenue mix between tickets, hospitality and regional sponsorships.
• Livingston FC: SPFL Championship club with a single-stadium operation and sponsorship-driven commercial model. Direct league peer with similar challenges monetising beyond matchday revenue.
• Stenhousemuir FC: SPFL Championship co-tenant and one of the smallest market clubs in the division. Comparable on community-ticketed matchday model and modest commercial infrastructure.
• Inverness Caledonian Thistle FC: Highlands-based SPFL Championship club with a single-stadium operation, streaming service for displaced fans, and a similar mix of matchday and commercial revenue streams as Ayr United.
• Queen's Park FC: Glasgow-based SPFL Championship club, also operating both men's and women's first teams and an academy pathway — directly comparable on product breadth and supporter pricing tiering.
• Partick Thistle FC: Fellow SPFL Championship club operating in a similar Scottish regional market with comparable ticket, hospitality and sponsorship structures. Direct on-pitch competitor in the 2026/27 Championship season.
• Raith Rovers FC: Fife-based SPFL Championship club of similar scale with comparable community engagement, academy, and hospitality-led matchday commercial model. Direct league peer for the 2026/27 season.

Regional players

• Queen of the South FC: Scottish lower-division club (League One) with a similar single-stadium, community-ticketed operating model. Manager Gary Naysmith previously led Queen of the South before joining Ayr United, evidencing direct talent/operational overlap.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ayrunitedfc
• Instagraminstagram.com/ayrunitedfc
• YouTubeyoutube.com/ayrunitedfctv
• TikToktiktok.com/@ayrunitedfc
• LinkedInlinkedin.com/company/ayr-united-football-club

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 Ayr United Football Club