Aberdeen Football Club has appointed The Sports Consultancy to help it maximise the commercial potential of its new stadium development.

The Scottish Premiership club commenced work on the complex that will house its new stadium, training centre, community hub and youth development academy in April.

London-based The Sports Consultancy will work with Aberdeen on the development of its sponsorship strategy. It will look to enhance and augment the club’s existing commercial programme to provide a range of partnership opportunities that build on the profile of the club and maximise investment from leading brands.

In addition, The Sports Consultancy will identify the optimum sponsorship structure to combine stadium naming rights with Aberdeen’s existing inventory and provide a benchmarked valuation for a range of commercial packages. New sponsorship rights will also be identified.

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.

The 20,000-seat stadium in the Kingsford area of the city near Westhill will cost £50m, with the firm stressing it will engage local firms on the project wherever possible.

Rob Wicks, commercial director for Aberdeen FC added: “The new £50m 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.

“The campus will act as a beacon for sporting performance in the North East of Scotland and also as a catalyst for wider community outreach so maximising the impact through commercial partners is a key strategic priority.”

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