Scottish Cup success and European riches can propel Jimmy Thelin's Aberdeen to the next level

Daily Mail​

26-05-2025

YOU may not be able to put a price on a winning feeling, but the financial benefit of success in football has never been easier to discern.
As Aberdeen's open top bus weaved its way through an estimated 100,000 people in the Granite City on Sunday, no one associated with the club was minded doing anything other than drink in the moment.
After a 35-year wait to see the Scottish Cup paraded along Union Street, and 11 years on from winning the League Cup, this was all about the sheer glory.
Once the dust settles - and that may take some time - chairman Dave Cormack and chief executive Alan Burrows will plot the next chapter having already run some impressive numbers in their minds.
Saturday's victory for the Dons wasn't just a blow for Celtic supporters who turned up anticipating seeing the third leg of a sixth treble in nine years knocked off.
The unexpected outcome also adversely affected Hibs and Dundee United. David Gray's side were bumped down from the Europa League play-off to the second qualifying round.
Despite finishing one place above the Dons in the Premiership in fourth spot, United are now bound for the second qualifying round of the Conference League rather than the Europa.
Not only will the European campaigns at Easter Road and Tannadice now start in late July, both teams have several hurdles to clear to be assured of group stage football until Christmas. Aberdeen no longer have to concern themselves with that.
Now set to enter the Europa League at the play-off round, Jimmy Thelin's side are in enviable win/win territory.
While their likely non-seeding will be a disadvantage, a kind draw against, say, the likes of Belgian side Genk, would give them a decent opportunity of going through.
That gets you £3.6m without kicking a ball on top of the £252,000 for participating in the play-off. You're then guaranteed eight matches in the mono-group with the four home games almost certain to be sell-outs.
At last check, the prize money for a win was £379,201 with £126,400 for a draw.
Although it's evidently performance related, the Pittodrie coffers would be swollen by anything north of £6m.
Were Thelin's men to lose the play-off and drop into the Conference League, the financial rewards would be less yet still considerable.
There's an automatic £2.6m cheque in the post just for turning up in the group stage on top of the play-off cash. Then it's £337,067 a win and £112,075 a draw.
The fact there are only six matches in the lesser competition means there's less scope for accruing prize money through ticket sales and hospitality.
Nonetheless, with three home games, Aberdeen would still expect to be at least £5m better off for their trouble. In Scottish football's restricted financial environment, that's a lot of guaranteed income.
The feel-good factor emanating from Saturday's historic win will also translate into more pounds and pence.
After securing Thelin last summer, the Dons broke through the 10,000-mark for season ticket sales for the first time in their history. Before they'd even set foot in Hampden, the number for next season was already above 11,000.
The sold-out signs were a regular feature of home matches as the Swede took the Premiership by storm last August. That would seem certain to continue on the back of the incredible scenes witnessed across the weekend.
The club's marketing department also have an open goal to cash-in on the storied triumph. The till in the club shop should me merrily ringing as commemorative tee-shirts, flags, scarves and mugs are snapped up until hostilities resume.
Spending all this welcome money is not the concern. It's spending it wisely.
Although Aberdeen have backed Thelin in successive transfer windows, the squad needs strengthening.
Jack MacKenzie is out of contract and is set to sign for League One Plymouth. Jamie McGrath is off to Hibs. Back-up keeper Ross Doohan is rejoining Celtic.
Jeppe Okkels, top-scorer Kevin Nisbet and Alfie Dorrington and are due to return to Preston, Millwall and Tottenham, respectively, now their loan deals have expired.
Each would command prohibitive transfer fees meaning a further loan deal is the most likely means of each player returning.
Oday Dabbagh is set to go back to Charleroi although Aberdeen have secured an option to buy.
Thelin will have Gavin Molloy, Sivert Heltne Nilsen and Ester Sokler back from injury at the start of pre-season. He'll also have to make a call on whether Slobodan Rubezic has any future at the club after his loan spell at Novi Pazar.
Although Saturday's victory means the club has more time to weigh up such matters, it's hard to overstate the importance of the squad being properly equipped for what lies ahead.
Two years ago, having stormed up the Premiership table to finish third, Barry Robson found European football to be as much a curse as a blessing.
The Dons had eight European matches that season. They won just one of the bread-and-butter league games which came immediately after them, drawing only twice. With the club unable to make the top six, Robson paid with his job.
It was the same story at Tynecastle in the season just gone. Hearts also had eight European matches. Their record in league games immediately following them? Won one, drew two, lost five. Both Steven Naismith and Neil Critchley will tell you what happened next.
While Hibs and United might have similar concerns to deal with, St Mirren and Hearts, to name but two likely top six contenders, will not.
Notwithstanding his side's arduous schedule, Thelin will be expected to challenge for third place. To do so, he'll need a larger squad filled with players who can cope with the mental challenge of playing Thursday-Sunday.
Nicolas Milanovic, who's joining from Western Sydney Wanderers, needs to be just the first piece in the jigsaw.
Although assembling it will be a challenge for all concerned, these are the kind of problems everyone in the game wants to have on their plates.
It helps Thelin no end, of course, that he now has a major honour to fall back on.
It was the steady improvement he oversaw at Elfsborg across six years that first caught Aberdeen's eye and ensured the backing of the fanbase never really wavered when he endured a 12-game winless run.
Having come painfully close to winning the title in his homeland, he finally got on the winner's podium in his adopted home on Saturday. As the red half of Hampden will forever testify, there are some feelings which money cannot buy.