Fan Experience

Aberdeen claims UK first with Fans Project initiative

Featured image credit: Lewismccabe/CC BY-SA 4.0/Edited for size

Scottish Premiership club Aberdeen has claimed a UK first with the launch of the Fans Project, a new initiative designed to enhance the matchday experience at Pittodrie.

Aberdeen hopes the project will transform Pittodrie into a “fortress of colour, energy and atmosphere”. It will also support activations at away matches for the men’s team, as well as selected matches involving the women’s and youth teams.

Funds generated through the Fans Project will be used to support fan groups when planning displays. It will also support local community causes and celebrate significant moments in Aberdeen’s history.

A committee has been created from across the Aberdeen fan base, with members having been involved in previous displays, supporters clubs, women’s football and family projects in the community. The committee will work with the club to raise funds to enhance the matchday experience.

Supporters can donate to the project on the Aberdeen website, or at the point of sale when purchasing merchandise or match tickets.

Stephen McCormick, Aberdeen’s supporter experience manager, said: “I see the Fans Project as a real game changer for the Dons support and it is something that has never been done in the UK. It is similar to how a well-oiled European fan group is set up, where it helps not only the colour and experience in the stadium, but also families in the community, the youth teams and the women’s teams.

“Over the years fans have kindly donated to ad-hoc requests but there has always been a race against time to get the funds raised and the materials ordered. Having the funds in place will make a real difference and means the Fans Project can react quickly to ensure the support can be the best it can be. With the fans’ backing, together we can make a difference to the whole matchday experience, as well as creating special moments for fans who struggle to get to games.”

Aberdeen has long-held plans to build a new stadium. In December 2022, the club welcomed a decision from Aberdeen City Council to keep a community stadium within its overall beach masterplan.