Following Saturday’s annual AFCCT Day fixture at Pittodrie, Aberdeen Football Club and Aberdeen FC Community Trust are proud to announce the formal launch of Every Don, a new joint community impact initiative designed to strengthen the Club’s contribution across Aberdeen, Aberdeenshire and the wider North-East.
Every Don has been developed to create a lasting legacy from the Club and Trust’s joint Scottish Cup Trophy Tour, which reached almost 60,000 people. It now evolves into a broader, structured platform focused on delivering Moments That Matter across our region.
It formalises a shared commitment to ensuring that everyone, Every Don, regardless of background, circumstance or location, has the opportunity to feel connected to Aberdeen Football Club and share in the unifying power it can bring to our community.
In 2024/25 alone, Aberdeen FC Community Trust:
Supported 8,677 participants
Delivered 4,736 sessions
Provided over 40,000 hours of activity
Served more than 5,000 meals across the region
The Trust’s work currently generates an estimated £10 of social value for every £1 invested, underlining the tangible and measurable impact of community funding that Every Don can now build upon. Full details can be found within the recently published 24/25 Impact Report.
Every Don: The Three Pillars
Every Don is structured around three core pillars:
Access
Creating opportunities for more people to join in the shared experience of being connected with AFC, from matchday access and engagement programmes to participation pathways and outreach across schools and communities.
Innovation
Supporting forward-thinking initiatives that use the power of football to drive positive social change, educational development and improved physical and mental wellbeing.
Inclusion
Championing equality, diversity and belonging, celebrating every aspect of our local communities and ensuring Aberdeen Football Club remains a welcoming environment for all.
Funding and activity will be distributed across the three pillars to ensure balance, sustainability and measurable outcomes over the long term.
Across the North-East, programmes already delivered by AFCCT demonstrate the strength of this model. From Promise Groups supporting care-experienced young people and contributing to reductions in school exclusions, to Prostate Football Fans in Training helping men living with prostate cancer improve their wellbeing, the partnership between Club and Trust continues to create meaningful, life-changing impact.
Every Don will help scale and sustain this work for those who need it most.
By combining the Club’s platform and reach with the Trust’s expertise and delivery capability, the initiative aims to maximise impact across Aberdeen City and Shire.
Peter Davidson, Chief Executive of Aberdeen FC Community Trust, said:
“Every Don has been designed to strengthen the partnership between the Club and the Trust, allowing us to build on the work already being delivered across the North-East and bring the star quality of the Club and the badge to help address a wide range of societal challenges we face locally.
“Through our focus on access, innovation and inclusion, we’re making sure the power of Aberdeen FC reaches further into our communities – supporting individuals, families and groups who need us most.”
“I am particularly excited by the innovation aspect, where we can use funds from Every Don to pilot new schemes which I have no doubt will prove their worth and go on to make a significant impact on the health and wellbeing of our region.”
Alan Burrows, Chief Executive of Aberdeen Football Club, added:
“We feel an obligation and a duty to ensure that the work of Aberdeen Football Club extends far beyond what happens on the pitch and that we make a positive impact every day in our community.
“This club can connect people in the region more than anything else. That was demonstrated by the outpouring of support following our Scottish Cup success, with over 100,000 people descending on the city to celebrate together.
“Every Don formalises our commitment to being a club for everyone and ensures our community impact alongside AFCCT is structured, sustainable and aligned with our long-term ambition, while enabling us to broaden our reach and deepen our impact throughout Aberdeen and Aberdeenshire.”
Over the coming weeks and months, supporters, partners and the local business community will be invited to contribute to Every Don ahead of its full roll-out for the 2026/27 season.
As part of these plans, the current matchday draw will be expanded across the stadium, including throughout hospitality lounges, with proceeds from each match supporting Every Don and its community programmes.
Further announcements will follow over the coming weeks as we continue to enhance our community efforts and impact across the North-East through Every Don.
