Aberdeen FC have appointed Stephen Sidlo as their new Marketing Director to drive an ambitious off-field strategy. The move is part of the club's wider effort to strengthen its commercial operations and connect with supporters in new ways.
Stephen Sidlo brings over fifteen years of experience from senior roles with global organisations including World Rugby, Major League Baseball UK, and Goodwood. He has led marketing and content functions for high-growth businesses, developing audience strategies that have reached hundreds of millions of viewers worldwide. His remit at Pittodrie will be to lead the marketing strategy, focusing on enhancing the club's brand presence, driving commercial opportunities, and evolving fan engagement through data, technology, and storytelling.
Chief executive Adrian Bevington welcomed the appointment. "Stephen brings a wealth of experience from some of the most innovative and forward-thinking organisations in world sport and beyond," Bevington said. He added that Sidlo's understanding of how supporters consume content will help ensure Aberdeen FC remains progressive and relevant.
Sidlo, a lifelong football fan and a recognised voice within the sports industry, expressed his excitement at joining the club. "I'm incredibly excited to be joining Aberdeen FC at such an important and ambitious time for the Club," he said. He emphasised that the club's actions should be shaped by fan experiences and opinions, aiming to connect with existing supporters while introducing Aberdeen to new audiences across Scotland, the UK, and internationally.
The appointment comes as the first team handles a challenging period on the pitch. According to the latest standings, Aberdeen currently sit seventh in the Premiership with eight points from their opening seven matches. The team's recent form shows a need for improvement, having conceded an average of 2.1 goals per game while scoring 1.3. This off-field strengthening aligns with the club's aim to grow both on and off the pitch, leveraging a passionate fanbase and a region with global relevance. The club will be looking to turn performances around quickly, with key players needing to step up as they prepare for their upcoming fixtures. Stephen Sidlo will immediately begin leading the marketing strategy from his base at Pittodrie, with his work to enhance fan engagement coming at a key time for the team's fortunes.
This story first appeared at Aberdeen FC
