This week Aberdeen Football Club hosted a networking event for businesses who have signed up to the club’s By Official Appointment (BOA) partnership scheme.

The partnership, launched in November 2018, allows businesses to create a wide – range of incentives and special offers, which the club is able to market to its extensive fan base.

In return for an annual subscription fee to secure a club license, BOA Partners receive a variety of benefits that include branding, networking, use of the club logo, preferential rates for advertising and complimentary match day tickets depending on membership category.

The event, held in the Richard Donald Stand’s Legends Lounge on Thursday morning, brought together representatives from some of the 50+ businesses who have so far joined the partnership to network with each other and members of the AFC Commercial department.

AFC Commercial Manager Anna Mackenzie, who welcomed the guests to the brunch, praised the calibre of businesses who have signed up to BOA and believes Thursday’s event achieved what it was set up to do.

“We are only four months in and to have such an impressive group of credible businesses already signed up to the scheme is testament to the ‘’win win’’ nature of By Official Appointment. 

“I always say that BOA is very much what you make of it, and the businesses that came to today’s brunch had exactly the right mind set. They were networking and passing business from the start.  I spoke to a number of members who have already made the cost of their membership back from today’s event alone – a fantastic result, especially for it being our first event!’’

The two main speakers at the brunch, Morag Stark (General Manager at Malmaison Aberdeen) and Alex McDonald (Team Recruitment) both praised the scheme and have already noticed the benefits of joining.

Morag Stark commented: “It’s a difficult thing for us to measure but we have certainly noticed an uplift. Once we got through January, February and March we have definitely been better in the bars and brasserie. The work we’ve done with BOA so far has definitely been instrumental in improving the business in what is traditionally a quieter time of year in our industry.

“We got involved because football is such a big part of the fabric of the city of Aberdeen. Despite the fact that we are a brand, you’ve got to do something that appeals to the local market and this was an opportunity for us to do just that. Aberdeen FC have a huge database of supporters and we want more local people coming through our doors.

Alex McDonald added “It’s been fantastic so far since the launch in November and it looks to have been really positive. We are delighted to be part of the initiative and coming to events like this mean you get to meet people you wouldn’t always meet. It’s great for broadening our platform as well.

“We’ve already got a strong bond with the club having been former shirt sponsor. The relationship is in place and we only want to strengthen that going forward with schemes like BOA.”

Laura Butler, BOA Sales Executive has been at the forefront of recruiting the businesses for the BOA partnership.

“We felt that a networking brunch was a little bit different and it allowed for them to discuss how they can reach the Red Army with the opportunities they can offer.

“There’s a lot on offer for the supporters from gym and restaurant discounts to catering to businesses, which would strengthen relationships around the City. There’s benefits for all. We’re now four months down the line, but people can still get involved if they wish.”

Thanks to all who attended the BOA business brunch. If you or your businesses would like to find out more information or become involved with the BOA partnership scheme please contact Laura Butler on 01224 650 497 or laura.butler@afc.co.uk