Aberdeen commercial director Rob Wicks hopes the club can capitalise on potential League Cup success.
The Dons face Celtic on Sunday at Hampden in the final of the competition.
Wicks is hoping to see Derek McInnes and his side lift the trophy after the showpiece game at the national stadium.
And the South African believes winning silverware can help the Reds off the pitch in terms of increasing revenue and ultimately delivering a bigger budget for boss McInnes.
Last week the club announced record turnover of £15.415 million for the year ending June 30 2018.
Alongside this, the Dons had an operating profit of £85,000.
Wicks knows success on the pitch can help to deliver those types of numbers off the park.
On the potential importance of a cup win to the club commercially, Wicks said: “I did a presentation recently to a group of business management and economics students at a local school.
“I went to great lengths to explain the correlation between the team doing well and commercial success.
“We sold the AberDNA product from March this year and if ever there was evidence of performance on the pitch and success commercially that was it.
“We saw the team winning and we would sell in vast numbers.
“Then the team would lose and we’d see a drop off because it took a couple of days for the hurt of a loss to disappear and sales would return.
“That’s just the nature of the beast. We feel the loss in the same way the supporters do, the club’s not a happy place on a Monday after a loss.
“But the reality is the club is in a great place, it’s great to be in the cup final and there’s a real high around Pittodrie right now and I see that continuing for the remainder of the season.
“With that hopefully comes success on the commercial front.”
Wicks also believes winning trophies can have a number of important benefits apart from just financial.
Silverware returning to Pittodrie helps to galvanise supporters as well as repay sponsors for their investment in the club.
Wicks added: “Success helps on a number of fronts.
“We talk about health and wellbeing and lifting trophies lifts everyone’s spirits.
“It helps us with new commercial initiatives, it provides a great return on the investment our sponsors and partners make because their brand is seen more and more the more success we have on the pitch.
“It can only be good for the club as a whole because every club wants to add more trophies to its cabinet.”
Wicks has also been pleased with Aberdeen’s ticket sales for the final.
The Red Army quickly snapped up the 20,000 briefs the Dons were allocated for the final, which means there will be a large and vocal presence from the north-east at Hampden.
The sales were welcomed by Wicks and the rest of the Pittodrie boardroom after only 11,000 tickets were sold for the semi final with Rangers at the national stadium.
Aberdeen had to hand back 5,500 briefs to the SPFL prior to the game due to slow sales.
Wicks has been happy with the demand for the final.
He said: “I’ve been delighted with the sales. We went out on a limb in terms of our allocation for the semi finals.
“That perhaps didn’t materialise as we’d hoped, but the reality is that the fans have really bought into the final.
“We’ve sold our full allocation and we’ll have a Red Army of note at Hampden.”