New Aberdeen chief executive Adrian Bevington has set his sights on transforming the Pittodrie club into a global brand, aiming to unlock untapped support from fans worldwide.
Bevington, who recently took up the role, believes the Dons have a passionate fanbase in Scotland but sees significant potential to grow the club's international following. He wants to harness this to increase revenues and expand the club's reach.
Global fanbase potential
Bevington acknowledged: “We know we have a really passionate fanbase in Scotland. Not just in Aberdeen.
“We are also aware that there are a huge number of fans all over the world who are really passionate Aberdeen fans, in places from America to England.
“There will be Aberdeen fans all over the world that we haven’t tapped into. With our marketing and commercial strategy that is something we are really determined to unlock.”
He added that revenue streams could be created through digitalisation, interacting with fans via retail, RedTV and membership. Bevington stressed the importance of making the club easily accessible to supporters globally, with technology playing a key role.
Pfannenstiel future
Bevington also addressed the future of sporting director Lutz Pfannenstiel, whose contract expires in the summer. The new chief executive expressed his admiration for the German and hopes to keep him at the club.
He claimed: “Look, we've got to sit down with Lutz. I've had two really good conversations with him and I'm really impressed with my dealings with Lutz so far, I have to say.
“His understanding of everything I've asked of him has been really strong. He's obviously very experienced. I'm very happy with what I've walked into.”
Bevington also praised Emma Flett, Head of Football Operations, and Darren Mowbray, head of recruitment, for their contributions.
European ambitions
Getting Aberdeen back into European football regularly is another key priority. The club reached the Conference League group stages but have been absent from European competition this season.
Bevington insisted: “European football would be hugely important for the football club, because, one, it's what we should be aspiring towards anyway - we've got a rich history in it and I know that Steven, Dave, myself, Lutz, everyone at the club wants to be in Europe.
“Commercially, absolutely, there's revenue that comes from that which obviously assists us to build the club moving forward.”
Chairman Dave Cormack had previously spoken about making Aberdeen a top 100 club, but Bevington said: “It's not something I've dissected already so far to be honest. What I would say is it's just instinctively to me and every conversation I've had, we obviously want to be in European competition. (But) I'm not trying to put a formal target on that for Steven as we sit here and that's my caveat on that.”
Media role
Bevington, who has previous experience at the Football Association and Middlesbrough, plans to lead from the front but will defer to manager Stephen Robinson in terms of public profile.
He explained: “I think you’ve got to get the balance right, don’t you? What I would say is I made it very clear when I came through the door that I'm very happy to sit down and engage with the media because I think it's all part of the job. It's part of leadership.
“I think when you experience difficult times - I would point to my experience in that regard. There are plenty of difficult times with England and I would say that even anyone who wanted to be a critic of me would say that I never ducked at that moment.
“When we were knocked out at World Cups or changing managers during a difficult time. I was always the person who stood up and fronted up to the media and explained things.”
He added: “But I will absolutely guarantee that if there's something that needs to be explained or discussed publicly from the senior board position, that will be me and I'll do it. No problem.”
