Aberdeen Football Club won the Marketing Magic award - sponsored by True North Advisors - at the 2026 Northern Star Business Awards.
Founded in 1903, AFC is one of Scotland’s most historic and successful football clubs, with a proud record of domestic and European success.
Aberdeen FC is proud to play a central role in the local economy and cultural identity of the city and region, with a growing influence across Scotland and beyond through its brand, media presence, and fan engagement initiatives.
The ‘Worth The W-eight’ campaign was launched immediately following Aberdeen FC’s historic Scottish Cup win in 2025, ending a 35-year wait for the trophy. ‘Worth the W-eight’ was designed to incorporate this as the club’s eighth Scottish Cup victory, while also capturing the weight of emotion and time that had passed since the last triumph in 1990.
Marketing Magic NSBA2026 Aberdeen Football Club with sponsor True North Advisors
The campaign was planned in anticipation of victory against all odds, designed to capture the pride, joy, and emotion of this landmark success and to maximise its impact across all areas of the club’s business.
Objectives were threefold:
- To quickly establish a campaign identity that would provide a consistent theme throughout the celebrations that followed, ensuring the club owned the messaging.
- To deliver outreach through a combination of large-scale public events and more targeted engagement with the wider community.
- To capitalise commercially through increased merchandise sales, season tickets, and memberships.
By combining a powerful campaign identity with marketing and operational delivery, the campaign sought to cement the Scottish Cup win as a defining moment for the club and city while laying the foundation for longer-term supporter growth.