The 'Strategy'

I guess DM must be on a performance improvement plan....

You may have seen the Club recently refer to itself as a

“Challenger Brand”. Simply put, this means striving (challenging

ourselves) to punch above our weight on a regular basis and to

question why and how things have been done in the past. We

restate our goals of qualifying for Europe each season, regularly

competing for and winning domestic trophies, and aspiring to

attain UEFA’s Top 100 Club status, which means qualifying for

the Group Stages of the Europa League. 

To challenge, or to level the playing field, against significantly

higher income generated by Celtic and Rangers, and to

compete with a rejuvenated Hearts and Hibernian, who both

have higher home attendance income, and, in the case of

Hearts, where fans also contribute cash of about £1.5 million

a season, for Aberdeen to punch above its weight, we are

challenging ourselves to further increase the Club’s turnover,

with the goal of continuing to provide increased investment

into the Football Operation, which we define as the First

Team and Youth Academy, supported by a High-Performance

Environment with best-in-class Football Medicine, Sports

Science and Performance Analysis.

By 2022/23 our goal is to lift annual turnover