How the BOA programme works. Objectives

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2 How the BOA programme works Affinity Partnerships such as BOA are recognised across the business world as a proven and powerful marketing tool to deliver new sales revenues from loyal supporters. Companies in Aberdeen and the wider Aberdeenshire region will benefit significantly by becoming exclusive By Official Appointment suppliers to the Club and its supporters. What is BOA BY OFFICIAL APPOINTMENT (BOA) IS AN EXCITING NEW INITIATIVE FROM ABERDEEN FC AIMED AT BRINGING TOGETHER LOCAL BUSINESSES, THE FOOTBALL CLUB AND OUR LOYAL FANS. BOA WILL ENABLE LOCAL BUSINESSES TO GENERATE MORE BUSINESS AND INCREASE THEIR CUSTOMER BASE. IN RETURN, ABERDEEN FC FANS WILL RECEIVE SPECIAL OFFERS AND DISCOUNTS ACROSS A BROAD RANGE OF PRODUCTS AND SERVICES FROM THE BEST BUSINESSES IN TOWN. Objectives Participating businesses create incentives and special offers which the Club market to supporters using its various online marketing and media channels The BOA programme can offer a far more receptive audience than local media in terms of impact, relevance and financial return and as well as far better value for money than many traditional local media alternatives. The initiative will receive significant marketing support and promotion by the Club. Officially appointed businesses pay an annual subscription fee to secure a Club licence entitling them to By Official Appointment partnership status, together with a series of valuable features and benefits, including use of the Club logo. For local businesses Increase prestige and status Grow market share, awareness, loyalty and affinity with AFC supporters Add excitement and passion to industries and products which would benefit from an association with all that football can offer For Aberdeen FC Create broader engagement with local businesses across Aberdeen and Aberdeenshire To develop a new database of businesses associated with and loyal to Aberdeen FC BY OFFICIAL APPOINTMENT 1

3 Networking opportunities The BOA programme brings together a family of businesses under one common banner. Joining BOA gains your business access to meet all BOA members at regular networking events. Participating businesses benefit further from increased credibility through direct association with the Club. Tapping into Aberdeen FC s enviable fan base Most importantly, BOA partners have access to the purchasing power of Aberdeen FC fans, clients and staff. Up to 10,000 Season Ticket Holders Up to 10,000 Match Day Fans 100,000+ Stakeholders More than 6,000 AberDNA Members More than 300 Corporate Clients More than 350 Aberdeen FC Employees, Volunteers, Management Team and Community Trust. (See demographics on page 5). Categories of Membership Category A This covers both premium products and services and those which have high levels of average household spend per annum Category B For products and services which have medium levels of average household spend per annum Category C For products and services which have lower levels of average household spend per annum Category D For products and services which have micro levels of average household spend per annum Affiliate This category is for those businesses with a B2B offering, rather than a B2C product or service. There are a considerable number of companies in the Aberdeen area who would enjoy being a BOA partner of the Club and the prestige it offers Benefits AFC website branding in dedicated BOA section and listing on Online Supplier Directory Logo Placement in RDS Concourse Use of BOA logo for company communications BOA Partners Pack (Decals, Certificate, Flash Drive with artwork) Access to club news and images that can be used in business communication Ability to provide special offers which the club will market to its database (Required to offer at least one special offer per annum) Invite to Welcome to BOA and additional networking opportunities Access to merchandise and matchday hospitality at preferential rates (subject to availability) Matchday programme listing Matchday programme advertising at preferential rates Access to club ambassadors for functions, advertising and marketing at preferential rates Half page once a season get to know your BOA businesses in the matchday programme Complimentary matchday tickets (subject to availability and limited to 4 per match) Use of a player for a photo opportunity 2 invites per businesses to Hospitality in the Aberdeen Standard Investment Lounge A B C D Affiliate 5000 Premium Logo placement Secondary Logo Placement 2 Tertiary Logo Placement 3 Company Name Placement Tertiary Logo Placement % 15% 10% 10% 10% 15% 15% 10% 10% 10% Logo size 800 pixels wide 2 Logo size 400 pixels wide 3 Logo size 200 pixels wide All prices are excluding VAT BY OFFICIAL APPOINTMENT 3

4 Matchday and Event Sales BOA partners can purchase matchday commercial products, including sponsorship, hospitality and advertising packages to complement and leverage their existing association with the club. Sponsorship packages include: Match sponsor Programme sponsor Matchball, In Safe Hands and Boot sponsor Seasonal hospitality packages include: Legends and Teddy Scott lounge Aberdeen Asset Management suite dining Aberdeen Asset Management suite box Main Stand box AFC 50 Club Sir Alex Ferguson Lounge Captains Club Gothenburg Lounge Black & Gold Lounge Sponsor a Player Advertising opportunities include: LED & trackside advertising Programme advertising Event and venue hire The club s in-house event and venue hire partner, Sodexo, can offer a bespoke service for all BOA partners. The stadium can host meetings, events and conferences for up to 2,000 people. BOA partners will benefit from discounted conference and event bookings as follows: Demographics The Aberdeen fan base represents an affluent demographic. Around 70% are classified within the top half of affluence in the UK meaning they have higher than normal levels of household income and higher levels of disposable income. Gender Male 80% Female 20% Age breakdown Predominant age range Average age 42 17% under 30 24% 31 to 40 28% 41 to 50 17% 51 to % 61 to 70 4% over 70 Number of children 49% have children 24% have 1 child 19% have 2 children 6% have 2+ children Affluence 70% classified within the top half of affluence in the UK Significant skew towards higher affluence when compared to the UK Skew to higher income households Low financial stress 11% are directors of small or large companies Share holdings Medium to long residency Own large detached homes Household Income 18% 0k- 30k 35% 30k- 60k 30% 60k- 100K 17% 100k+ Under 500 a 5% discount would apply Between 500 and 1,500 a 10% discount would apply Between 1,500 and 3,000 a 12% discount would apply Over 3,000 the 12% discount would apply along with a free catering or AV upgrade BY OFFICIAL APPOINTMENT 5

5 Aberdeen Football Club, Pittodrie Stadium, Aberdeen AB24 5QH