The Shape of Fan Engagement in English Football: A Review of EPL Club Fan Engagement Reports
October 24, 2024
Fan engagement is no longer just about what happens on the pitch—it’s about creating meaningful, lasting connections between clubs and their supporters. iSportConnect reviewed the fan engagement reports from 12 English Premier League football clubs* for the 2023/24 season, and it’s clear that clubs are increasingly focused on structured dialogue, inclusivity, and providing more tailored experiences to diverse fan groups. While there are similarities across these clubs, each brings its own unique approach. What remains to be seen is how much power these fans will wield and whether their voices will be loud enough to influence significant decisions.
Structured Dialogue: The Rise of the Fan Advisory Board
A notable trend across the majority of clubs is the creation of Fan Advisory Boards (FAB), a recent requirement which the Premier League placed on its member clubs. Clubs like Tottenham Hotspur, Newcastle United, and West Ham United have all recently announced the establishment of their FAB which is intended to consider issues relevant to its supporters and supporter engagement. Clubs are also required to appoint a Board-level executive responsible for fan engagement, who will report directly to the Board and ensure the effective implementation of the club’s fan engagement policies and the operation of the Fan Advisory Board.
Similarly, Leicester City and Manchester United have integrated their FABs into decision-making processes, providing a formal structure for fans to influence club activities, particularly around matchday experience, ticket pricing, and stadium development. Differences lie in terms of the focus of clubs engagement: Manchester United has been focusing on youth fan sections and ticket subsidies, while Leicester City appears to put more emphasis on fan culture and stadium improvements.
Inclusivity and Representation: Diversity at the Core
Another major theme prevalent in the fan engagement reporting of clubs is inclusivity, with most clubs forming dedicated groups to represent minority fan segments. Nottingham Forest introduced new groups like Proud Forest (LGBTQ+) and Garibaldi Girls (female supporters) to ensure more comprehensive representation within the fanbase. Their commitment to inclusivity is echoed by Chelsea, which launched Jewish and Muslim supporter groups as part of their push for broader fan representation.
Tottenham Hotspur also incorporates inclusivity as a significant theme with Spurs REACH, a supporters’ group focused on promoting race, ethnicity, and cultural heritage within the club. This group was awarded the Fans for Diversity award by the Football Supporters’ Association (FSA) for its work in championing racial diversity and inclusion, demonstrating the club’s leadership in this area.
Meanwhile, Aston Villa promotes inclusivity through community engagement programs like the Premier League Fans Fund Project, which aims to bring local communities closer to the club.
Some will argue that inclusivity has become a buzzword amongst football clubs. However, as betting brands exit the Premier League from the 2026/2027 season, brand alignment and diversity credentials will likely become ever more important assets.
Matchday Experience: Tailored Approaches
Enhancing the matchday experience is a common priority across the board, though the approaches differ. West Ham United introduced its Fan First Strategy, which includes a focus on fan behaviour, heritage, and improving the overall matchday environment. They’ve also introduced a Junior Supporter Board to give younger fans a direct line to club leadership, a unique approach compared to most other clubs that primarily focus on adult supporters.
Liverpool has gone a different route, focusing heavily on its Red Neighbours programme, which not only enhances the matchday experience but also fosters community involvement. Their commitment to providing fans with a more interactive experience is visible through initiatives aimed at young and local supporters. This is similar to Everton, which has focused on youth engagement and improving the overall fan experience at matches through consultations and the Everton Disabled Supporters’ Association.
Digital and Global Fan Engagement
Several clubs are pushing beyond the local stadium to engage global fans. Newcastle United are holding fan events in countries like Australia and the USA, aiming to expand its international fanbase. This strategy differs from clubs like Fulham and Chelsea, which focus more on maintaining strong relationships with established supporter groups at the local level, although both have expanded their digital engagement efforts to keep global fans connected.
Tottenham Hotspur and Manchester United have embraced digital tools and regular fan surveys to engage their global supporters. Tottenham, for instance, reported that its Fan Forum—featuring the chairman, head coaches, and team captains—was attended by over 4,000 supporters and viewed more than four million times across the club’s communication channels. Such events emphasise the importance of digital engagement, particularly in reaching international audiences.
Differentiating Approaches
While many themes overlap, the clubs differ in the intensity and focus of their engagement strategies. Crystal Palace, for example, has emphasised working closely with the Palace for Life Foundation to focus on sustainability, inclusion, and community engagement. They have established a clear link between their fan engagement strategy and their community outreach programs.
On the other hand, Fulham has built its engagement model around long standing relationships with groups like the Fulham Supporters’ Trust (FST), rather than pushing for a global reach or new fan initiatives. Their focus remains on maintaining close ties with local fans and ensuring that their voices are heard on issues such as ticket pricing and matchday operations.
Tailoring Fan Engagement for the Future
It’s too early to call whether or not the Premier Leagues rules on fan engagement will be a catalyst for greater alignment between the clubs and their fans.
The 2023/24 fan engagement reports reveal a significant shift towards more structured and inclusive fan engagement across these clubs. From the formation of Fan Advisory Boards to the emphasis on inclusivity and the digital matchday experience, it’s clear that clubs are displaying an appetite to invest keeping fans involved in the decision-making process.
The differences in approach—from Newcastle’s global fan outreach to Tottenham’s focus on diversity and inclusivity—highlight that while there are common goals, each club is tailoring its strategy to meet the unique needs of its fanbase. Whether through digital innovation, community-driven programs, or new platforms for fan voices, clubs are showing that fan engagement is not a one-size-fits-all exercise.
*The 2023/2024 fan engagement reports of the following clubs were reviewed for the purposes of this article:
Leicester City (2024/2025 fan engagement report)