MaxAmaze ‘max’imum fan engagement in Pittodrie



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Aberdeen will improve existing stadium Image: Aberdeen FC

The Scottish professional football club Aberdeen F.C. (AFC) (UK) has announced an exciting new partnership with MaxAmaze, a leading specialist in fan engagement entertainment, pyrotechnics, stadium sound systems, and floodlights.

‘ABERDEEN FOOTBALL CLUB’ stated that MaxAmaze will become the club’s official stadium Improvement and Fan Experience Partner playing a vital role in helping the AFC enhance the matchday experience at their home pitch – the Pittodrie Stadium in Aberdeen, Scotland (UK) – over the coming years.

The Aberdeen Football Club is a Scottish professional football club based in Aberdeen, Scotland (UK). They compete in the Scottish Premiership and have never been relegated from the top division of the Scottish football league system since they were elected to the top flight in 1905.

The 20,866-capacity Pittodrie Stadium, commonly referred to as Pittodrie, from which the surrounding residential area has taken its name, is an all-seater stadium in Aberdeen, Scotland. Used primarily for football it has been the home ground of the Scottish Professional Football League (SPFL – the national men’s association football league in Scotland) club Aberdeen F.C. since they were formed in 1903.

Opwijk (Belgium)-based MaxAmaze wants to push and redefine the ultimate boundaries of sports experiences. As pioneers in large-scale light-emitting diode (LED) lighting and as experts in LED screens, music and entertainment, they turn arenas into theaters. The athletes become heroes, audiences never felt this connected to the spectacle of sport.

‘ABERDEEN FOOTBALL CLUB’ further stated that 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 the supporters to create a real home advantage for Jimmy Thelin (Manager of Aberdeen) and his side.

With record-breaking crowds turning out to support the team this innovative partnership aligns with the AFC’s renewed efforts to reassess and invest in Pittodrie ensuring it remains a vibrant and welcoming home for ‘The Red Army’ (supporters of Aberdeen) in the foreseeable future.

MaxAmaze’s expertise will guide the 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 (a dynamic, UK-based industrial services provider), the EIS Waste (the EIS Waste Services provide a collection, treatment, recycling, and waste disposal services to the North East of Scotland) and RAM Tubulars (metal processing company in Aberdeen, Scotland) as the 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 F.C. 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 the supporters will be instrumental in achieving this vision.”

Commented Klass De Coster, head honcho of MaxAmaze, “Joining forces with the Aberdeen F.C. is a natural fit for MaxAmaze as we look to bring our cutting-edge solutions to one of the most passionate fan bases in Scotland. Our goal is to support the 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 honored to contribute to this exciting period in the club’s history.”

Added Craig Poskitt, UK Managing Director of MaxAmaze, “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 ‘The Dons’ supporters can look forward to witnessing tangible developments in the near future which will really elevate the matchdays at Pittodrie.

MaxAmaze’s branding will debut on the team kit at the next fixture signifying the beginning of this innovative collaboration.

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