Cormack hits out at SPFL’s lack of vision

Generating cash is key as Dons chief calls for a serious shake-up

ABERDEEN chairman Dave Cormack has launched a scathing attack on the SPFL, calling for a comprehensive review of Scottish football to put fans first and maximise revenue for clubs.

The Dons chief says the current set-up takes supporters for granted and lacks focus and direction.

However, with a clear vision for the game, he believes Scottish football could attract more cash from philanthropists like James Anderson, who donated over £3million to help SPFL clubs through the Covid-19 crisis.

And the US-based software tycoon says he would consider using his own Cormack Family Foundation charity to invest in the game — provided drastic changes are made to the way the SPFL runs.

Cormack said: ‘We have to focus on Scottish football. What do we want to be? What is our vision? I don’t know what the vision is. We don’t have a branding strategy.

‘We should be looking at how we can we generate £40m a year at the centre as opposed to £25m.

‘If we’ve got the right strategy and philosophy in place, we will find more James Andersons.

‘And I may even be prepared, with my foundation, to do something centrally if we’ve got a real plan and a strategy.

‘But to do that, we will need a proper, constructive review of Scottish football.’

The Scottish Premiership will kick-off on Saturday without a title sponsor after Ladbrokes ended their five-year deal at the end of last season. William Hill currently sponsor the Scottish Cup, while Betfred sponsor the League Cup. However, Cormack, (pictured) who has been working on pilot projects on mental health and wellbeing in Aberdeen, would like to see Scottish football end its associations with gambling and alcoholic drinks firms. He continued: ‘We should be thinking about how we generate more income. The clubs are run by business people, and they have commercial people looking at things. ‘But at the centre (the SPFL) is not run like a real company that would have a vision, a branding strategy or goals to drive up income. ‘We have to come together as a league and decide goals — what do we want to be when we grow up? ‘The days of booze and betting sponsorships doesn’t really tie in with healthy living and being at the heart of our communities.

‘This is something we have to explore at the centre to drive an agenda which will be well received in the country. And other chairman that I know, know there are people out there who would be empathetic — if not highly supportive — of our game.

‘If we had a vision and a branding strategy around healthy living, our communities and doing the right thing then, absolutely, I think we can bring more benefactors in.

‘Football can be a magnet for people, healthy living and mental health, so we need to be at the centre of the community.

‘For too long, we have taken the fans for granted.

‘I feel it’s my responsibility at Aberdeen to put a smile on people’s faces because I have been fortunate.

‘Too many people in high offices think the fans exist to keep them there. We have to change that.’

The early curtailment of the season due to Covid-19 led to ugly infighting then legal action and now an SFA arbitration process between the league and relegated clubs Hearts and Partick Thistle.

Whatever the result of the arbitration, Cormack hopes Scottish football can move on from its summer of bitterness.

But he wants the SPFL to pursue ways of driving up revenue and for clubs to hold the league’s new board to account.

‘As a group of clubs, when we get together on our own, it’s really healthy and the conversation is good about how we go forward,’ he said.

‘All the chairman think we need to be a much more commercially-orientated organisation to drive revenues.

‘Rather than fighting over £25m as it is now, the scraps that are there — if we put another half a million in to drive commercial revenue, will we cover it? Will we bring in £2m? Or £5m?

‘There is a desire among the Premiership clubs to drive it forward.’