Abderdeen Football Soccer

Aberdeen Football Club strengthens its off-the-pitch operations

January 22, 2018

Aberdeen Football Club is strengthening its senior management team to deliver an ambitious strategy over the next three to five years that includes growing revenues from £14.5 million to £20 million.

The two goals are to become a European ‘Top 100’ club and, central to that, to deliver the £50 million plans for a community sports hub, football training academy and new stadium.

In pursuing this growth and modernisation strategy, the club has appointed Robert Wicks as Commercial Director.

Chief executive, Duncan Fraser, said: “The club is in an enviable, healthy financial position. Indeed, we are one of the most financially robust clubs in Scotland. If we are to consistently challenge for the very top flight of Scottish football and participate regularly in European football, we need to be ambitious and forward-thinking.

“We must dramatically grow our revenues and, to do this, we need a top-flight leadership team with experience and innovation, particularly in sales and marketing. We are delighted to have secured someone of Rob’s calibre into this new position and are confident he will play an integral role in implementing our strategy.”

With 17 years’ experience in sports marketing, a proven track record in delivering successful transformational change and commercial strategies, Mr Wicks brings a wealth of national and international expertise to the club.

Responsible for increasing corporate, retail and ticket sales, as well as driving new revenue-generating initiatives, he will lead the club’s marketing and communications efforts, building on the work of the existing team.

Commenting on his appointment, Mr Wicks, added: “I’m excited about joining the club, which has so much history and heritage but which is on the cusp of delivering real innovation in its commercial operations. I’m also thrilled to be moving to a part of the country that offers so many of the outdoor pursuits my family and I enjoy.

“Football and motorsports may not seem to have much in common but the sales and marketing principles and the drivers for change in a digital world are very similar.

“At AFC, I will develop a comprehensive commercial strategy which will broaden and strengthen sponsorships, enhance and develop social media engagement and adopt a customer/fan centric approach.”

Mr Fraser reiterated the importance of securing new training facilities and a stadium as part of their growth ambitions. He said: “Our plans, arguably the most critical undertaken by the club in its 114-year history, are central to our modernisation programme and we need to gear up to make the most of the new facilities.

“We want to be at the heart of the community, inspiring our citizens and fans by being a club they can be proud of, competing and winning at the highest levels. Through the power and passion of football, AFC can touch the lives of so many across the region and through the brand, we can promote Aberdeen and the region in a way no other organisation can.”

Abderdeen Football Soccer