Aberdeen Football Club (AFC) is delighted to announce an exciting new partnership with MaxAmaze, a leading specialist in fan engagement entertainment, pyrotechnics, stadium sound systems, and floodlights.
MaxAmaze will become the Club's Official Stadium Improvement & Fan Experience Partner, playing a vital role in helping AFC enhance the matchday experience at Pittodrie Stadium over the coming years.
In recent times, the club has strategically worked to grow the supporter base through initiatives like the free AberDNA Junior membership for Under 12s and the introduction of the Red Shed, which is now the heartbeat of the stadium resulting in the average age of the matchday support reducing by almost a third over the past five seasons.
Running alongside those initiatives there has also been an investment in the matchday experience with a dedicated Supporter Experience Manager appointed 12 months ago tasked with making every match an event and working closer with supporters to create a real home advantage for Jimmy Thelin and his side.
With record-breaking crowds turning out to support the team, this innovative partnership aligns with AFC’s renewed efforts to re-assess and invest in Pittodrie, ensuring it remains a vibrant and welcoming home for the Red Army for the foreseeable future.
Robbie Hedderman (AFC commercial director), Klaas de Coster (CEO of MaxAmaze), Alan Burrows (AFC chief executive), Craig Poskitt (UK managing director of MaxAmaze)
MaxAmaze’s expertise will guide AFC, using its experience in developing immersive fan entertainment, dynamic matchday lighting, state-of-the-art sound systems, and spectacular pyrotechnic displays to help transform every matchday into a true event.
As part of this collaboration, MaxAmaze will join TEXO, EIS Waste and RAM Tubulars as kit sponsors and will assume a prominent place on the top of the back of AFC men’s first team kit for the next 12 months, proudly showcasing their partnership.
Commenting on this new collaboration, Alan Burrows, chief executive of Aberdeen FC, said: "We are excited to welcome MaxAmaze to the AFC family as we continue our work to develop the live matchday experience for our supporters. This partnership represents a significant step in our plans to enhance the supporter experience at Pittodrie as we look to further grow our crowds sustainably over the coming years. MaxAmaze’s expertise in delivering improved matchday experiences and entertainment for supporters will be instrumental in achieving this vision."
Chief executive officer of MaxAmaze, Klass De Coster, said: "Joining forces with Aberdeen FC is a natural fit for MaxAmaze as we look to bring our cutting-edge solutions to one of the most passionate fanbases in Scotland. Our goal is to support AFC to amplify the matchday atmosphere, combining tradition with innovation to deliver an unforgettable experience for every supporter who steps through the gates at Pittodrie. We are honoured to contribute to this exciting period in the club’s history."
Craig Poskitt, UK managing director of MaxAmaze, added: “At MaxAmaze, we believe in more than just providing solutions, we believe in partnerships that create lasting impact by reinvesting in the clubs we work with.”
Work is already underway to identify areas that can be improved in the short term and Dons supporters can look forward to witnessing tangible developments in the near future which will really elevate matchdays at Pittodrie.
MaxAmaze’s branding will debut on the team kit at the next fixture, signifying the beginning of this innovative collaboration.