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Dunfermline Athletic FC

LIVING TRUE
Sportsmanship

VISION

The ORIGINS

As an ownership group, we share a strong personal and professional belief in the power of Living True Sportsmanship.

From our first steps at the club, we could see so much of this ethos was already present at Dunfermline Athletic and we knew this was the club for us to work with.

As we look to take the club forward, we feel it’s important to be very clear on our vision and values, uniting everyone in our shared ambition.

DAFC Fussball GMBH

Sportsmanship

Sportsmanship

“ the quality of showing fairness, respect and generosity toward an opposing team or player and for the sport itself when competing”

Cambridge Dictionary (US definition)

LIVING TRUE
SPORTSMANSHIP

Upholding good sportsmanship is an active choice – a decision we take in determining how we approach our life and work, and how we act accordingly.

Whether on the pitch, in the stands or in the community, we believe DAFC should be committed to Living True Sportsmanship in all that it does, guided by our values and driven by our vision.

Vision

A sustainable club known locally – and perhaps even one day, globally – for living and breathing true sportsmanship and making a positive contribution to its people, community and wider society.

Purpose

To positively contribute to our people, the communities we operate in and wider society by championing fairness, respect and community in all that we do.

Values

DETERMINATION

To succeed in all that we strive to achieve, on and off the pitch.

FAIRNESS

Showing respect by being fair and equitable to our people, our community and our opponents.

ACCOUNTABILITY

To succeed in all that we strive to achieve, on and off the pitch.

COMMUNITY

Showing respect by being fair and equitable to our people, our community and our opponents.

LIVING TRUE SPORTSMANSHIP IN PRACTICE

On the pitch

  • Fair Play
  • Respect for Referees
  • Exemplary on and off field conduct
  • Academy curriculum

Off the pitch

  • Positive fan culture
  • Community involvement
  • Foundation initiatives
  • Academy curriculum

WHY IT MATTERS?

WHY?

WHY IT MATTERS

ENABLING GROWTH

Living True Sportsmanship can, in time, enable a range of opportunities:

TOGETHERNESS

Supporting the new purpose and living and breathing the club values can strengthen the connection between club, fans, community and city to help drive success.

POINT OF DIFFERENTIATION

Once developed and implemented, the positioning can provide a point of real differentiation for the club.

GLOBAL CONNECTOR

This can provide the club with a platform to forge partnerships with like-minded sports clubs and organisations around the world.

ENHANCED PROFILE

Commanding a distinctive position can enhance the profile and exposure of the club.

COME ON YE

PARS

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Dunfermline Athletic Football Club

  • KDM Group East End Park
  • Halbeath Road
  • Dunfermline, KY12 7RB
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