Aberdeen Football Club is continuing to strengthen its off-field operations with the appointment of Stephen Sidlo as Marketing Director.
An award-winning marketing leader with more than 15 years of experience across sport, entertainment, media and technology, Stephen joins the Club with an outstanding track record of driving audience growth, commercial performance and brand development for some of the world's most innovative organisations.
His extensive experience includes senior roles and growth projects with globally recognised organisations such as World Rugby, Major League Baseball UK, Goodwood, Arrival and Airspeeder.
Throughout his career, Stephen has led marketing and content functions for high-growth businesses, developed audience strategies that have reached hundreds of millions of viewers worldwide, and delivered campaigns that have strengthened brands, expanded fan communities and created new commercial opportunities.
In his new role at Pittodrie, Stephen will lead the marketing strategy, with a focus on enhancing Aberdeen’s brand presence, driving commercial opportunities and ensuring the Club remains at the forefront of evolving fan behaviours and digital innovation.
A lifelong football fan, Stephen is also a recognised voice within the sports industry, regularly speaking at leading conferences and events. He is a Broadcast Sport Awards judge and is widely respected for his understanding of changing audience behaviours, emerging technologies and the evolving relationship between sport, media and fan engagement.
Speaking about his appointment, Stephen said:
"I'm incredibly excited to be joining Aberdeen FC at such an important and ambitious time for the Club.
"I believe modern football clubs should build authentic storytelling, strong brands and cultural platforms that extend beyond matchday. Aberdeen FC has significant potential: a passionate and diverse fanbase, a distinctive identity, an incredible history and a region with genuine global relevance.
"Past and current players, content creators, vloggers and supporters who follow the Club from afar all have an important role to play in how we grow Aberdeen FC and tell its stories. There is a tremendous opportunity to connect with existing supporters in new ways while also introducing the Club to new audiences across Scotland, the UK and internationally.
"I want Aberdeen FC to be ambitious and progressive in its approach to marketing, using creativity, data, technology and storytelling to grow audiences, strengthen connections with supporters and create new commercial opportunities.
"Most importantly, that starts with listening. Fans aren't simply an audience to market to; their experiences, behaviours and opinions should help shape what we do. I'm looking forward to working closely with supporters, partners, staff and players as we build on the Club's proud history and create an exciting future together."
Aberdeen FC chief executive Adrian Bevington added:
"Stephen brings a wealth of experience from some of the most innovative and forward-thinking organisations in world sport and beyond. His expertise in audience growth, brand development and fan engagement will be a tremendous asset as we continue to strengthen our connection with supporters and grow the Club both on and off the pitch.
"The football industry is evolving rapidly and Stephen's understanding of how supporters consume content, engage and experience sport will help ensure Aberdeen FC remains progressive, relevant and ambitious in the years ahead."
