What is BOABY OFFICIAL APPOINTMENT (BOA) IS AN EXCITING NEWINITIATIVE FROM ABERDEEN FC AIMED AT BRINGINGTOGETHER LOCAL BUSINESSES, THE FOOTBALL CLUB ANDOUR LOYAL FANS. BOA WILL ENABLE LOCAL BUSINESSES TOGENERATE MORE BUSINESS AND INCREASE THEIRCUSTOMER BASE.

IN RETURN, ABERDEEN FC FANS WILL RECEIVE SPECIALOFFERS AND DISCOUNTS ACROSS A BROAD RANGE OFPRODUCTS AND SERVICES FROM THE BEST BUSINESSES INTOWN.

ObjectivesFor local businesses

• Increase prestige and status

• Grow market share, awareness, loyalty and affinity withAFC supporters

• Add excitement and passion to industries and productswhich would benefit from an association with all thatfootball can offer

For Aberdeen FC• Create broader engagement with local businesses acrossAberdeen and Aberdeenshire

• To develop a new database of businesses associated withand loyal to Aberdeen FC

How the BOA programme works

Affinity Partnerships – such as BOA – are recognised across the businessworld as a proven and powerful marketing tool to deliver new salesrevenues 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.

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.

BY OFFICIAL APPOINTMENT 1

Networking opportunities The BOA programme brings together a family of businesses under one common banner. Joining BOA gains yourbusiness access to meet all BOA members at regular networking events. Participating businesses benefit furtherfrom increased credibility through direct association with the Club.

Tapping into Aberdeen FC’s enviable fan baseMost 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 MembershipCategory A – This covers both premium products and services and those which have high levels of averagehousehold 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 area considerable number of companies in the Aberdeen area who would enjoy being a BOA partner of the Club andthe prestige it offers

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Benefits

A B C D Affiliate

£5000

Premium Logo

placement1

SecondaryLogo

Placement2

Tertiary LogoPlacement3

CompanyName

Placement

Tertiary LogoPlacement3

15% 15% 10% 10% 10%

15% 15% 10% 10% 10%

40 30 20 10 10

£3500 £1500 £500 £1000AFC website branding in dedicated BOA sectionand listing on Online Supplier Directory

Logo Placement in RDS Concourse

Use of BOA logo for company communications

BOA Partners Pack (Decals, Certificate, Flash Drivewith artwork)

Access to club news and images that can be usedin business communication

Ability to provide special offers which the clubwill market to its database (Required to offer atleast one special offer per annum)

Invite to ‘Welcome to BOA’ and additionalnetworking opportunities

Access to merchandise and matchday hospitalityat 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 BOAbusinesses’ in the matchday programme

Complimentary matchday tickets (subject toavailability and limited to 4 per match)

Use of a player for a photo opportunity

2 invites per businesses to Hospitality in theAberdeen Standard Investment Lounge

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1 Logo size 800 pixels wide 2 Logo size 400 pixels wide 3 Logo size 200 pixels wide All prices are excluding VAT

Matchday and Event SalesBOA partners can purchase matchday commercial products,including sponsorship, hospitality and advertising packages tocomplement and leverage their existing association with theclub.

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 hireThe club’s in-house event and venue hire partner, Sodexo, canoffer a bespoke service for all BOA partners. The stadium canhost meetings, events and conferences for up to 2,000 people.BOA partners will benefit from discounted conference and eventbookings as follows:

• 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

DemographicsThe 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 householdincome and higher levels of disposable income.

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GenderMale 80%Female 20%

Age breakdownPredominant age range 31 – 55

• Average age 42

• 17% under 30

• 24% 31 to 40

• 28% 41 to 50

• 17% 51 to 60

• 9% 61 to 70

• 4% over 70 42

Number of children• 49% have children

• 24% have 1 child

• 19% have 2 children

• 6% have 2+ children

Affluence• 70% classified within the tophalf of affluence in the UK

• Significant skew towardshigher affluence whencompared to the UK

• Skew to higher incomehouseholds

• Low financial stress

• 11% are directors of small orlarge companies

• Share holdings

• Medium to long residency

• Own large detached homes

Household Income

• 18% £0k-£30k

• 35% £30k-£60k

• 30% £60k-£100K

• 17% £100k+

Aberdeen Football Club, Pittodrie Stadium, Aberdeen AB24 5QHwww.afc.co.uk