Aberdeen FC SWOT Analysis, USP & Competitors

Posted in Sports Teams and Events, Total Reads: 627

SWOT Analysis of Aberdeen FC with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Aberdeen FC

Parent Company

Stewart Milne


Football Club



Tagline/ Slogan

The Sheep are on Fire


Only Scottish football team to win 2 European Cups in 1983



Football enthusiasts who follow Scottish Premier League (SPL)

Target Group

Football enthusiasts who live in Northern Scotland


Most successful football club in Northern Scotland

SWOT Analysis


1. Most successful club in Northern Scotland and the only one to play in SPL from Aberdeen and surrounding areas
2. Won the Scottish League Cup which will galvanize support from their supporters
3. Pittodrie stadium is the Britain’s all covered, all-seater stadium

4. Strong presence in UK as a brand

5. Has good revenues from the sale of merchandise


1.Have a limited number of trophies as compared to other big football clubs

2.Dont have global fan following and hence limited revenues


1.Alex Fergusson coached Aberdeen before Man U, can build on this legacy to attract newer fans from across the world
2. Aberdeen F.C. fans can expand their fan base beyond Northern Scotland

3. Growth of football globally can benefit the brand through associations & global partnerships


1.Plan for  new bigger stadium has been thwarted by the local authorities
2.Lack of interest in fans due to absence of derby matches

3. Loss of matches can lead to dilution of brand



1.Iverness CT
2.Celtic F.C.
3.Dundee United


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