Agenda
Chadwell Heath Tour
Icebreaker Activity
Junior Hammer Workbook
Junior Hammer Branding
Update from JSB Representative on the Fan Advisory Board
JSB Actions & Updates
New Actions
Final Comment
1. Chadwell Heath Tour
The Club gave a presentation on the Academy, covering the training pitches, staff and teams. JSB members asked about the scouting process and the Club explained that West Ham scouts watch players at grassroots clubs, including Sunday League teams.
During the Chadwell Heath tour, the group visited the indoor pitches, where the Club explained how they help players train year-round. They then stopped at the Mark Noble Arena, a space dedicated to the West Ham legend, which serves as inspiration for young players. The tour continued with a visit to the gym, where players train to stay in peak physical condition and ended in the team presentation room, where coaches and players prepare for matches.
2. Icebreaker Activity
The Club led an icebreaker game where JSB members worked in pairs to complete a fun challenge.
3. Junior Hammer Workbook
The Club introduced the Junior Hammers workbook and asked for feedback. The JSB had originally suggested the idea and shared their excitement about the offer. They recommended tailoring workbooks to special events or holidays and using social media to promote them.
4. Junior Hammer Branding
The Club introduced the Club’s marketing designer, who shared the new Junior Hammers branding and website. The Club described how the updates would engage young fans. JSB shared their feedback on the website.
5. Update from JSB Representative on the Fan Advisory Board
JSB representative Austin Gigg updated the group on his role in the Fan Advisory Board (FAB), which is the Club’s primary mechanism for consultation and engagement. He shared key actions that he raised in meetings and encouraged JSB members to bring forward new ideas.
6. JSB Actions & Updates
JSB 1/4-23-24 – Look at ways to share the Club’s history in a way that resonates with younger fans.
The Club confirmed that the new Junior Hammers website will include a picture carousel with quotes from Hammerhead and Bubbles, highlighting West Ham’s history in a fun way for young fans.
JSB 1/5-23-24 – Review Hammerhead and Bubbles locations and timings on matchday and communicate this to young fans.
The JSB suggested that Hammerhead and Bubbles visit more areas of the stadium, including upper tiers, so all young fans can meet them. The Club confirmed they would move the mascot area to the north section of Stadium Island before matches at selected fixtures.
JSB 1/9-23-24 – Review junior web/app experience and junior matchday guides.
The JSB suggested adding more pictures to the Junior Hammers website to make it exciting and interactive. The Club confirmed the junior matchday guide would be made more junior friendly, by adding more images.
JSB 2/1-23-24 / JSB 2/2-23-24 – Junior Hammer Lunch Box and Food Discounts
The Club confirmed there are no plans for a Junior Hammer lunch box. The Club confirmed that whilst early bird discounts are available at London Stadium, there are no plans to introduce a Junior meal discounts at kiosks.
JSB 2/5-23-24 – Interactive Games on the West Ham App
The JSB suggested adding new games to the West Ham App, including "What Am I?", a game where fans guess the players and "Spotle", a Junior Hammers-exclusive challenge. The Club confirmed this is a long-term project and won’t be completed this season.
JSB 2/10-23-24 / JSB 1/2-24-25 – Flags for Goal Celebrations & Honesty Flags
The JSB Representative on the Fan Advisory Board asked for feedback on goal celebration and honesty flags following a focus group on Fan Experience in January 2025. It was agreed updates would be shared with the JSB. The JSB also suggested creating more tifos (big banners) to improve the matchday atmosphere. The Club confirmed work was underway to look at more fan-led displays
JSB 1/4-24-25 – Junior Hammers Magazine Update
The JSB suggested making the Junior Hammers magazine available at newsagents or as a digital version alongside further promotion via onscreen adverts. The JSB also suggested releasing the magazine after each transfer window, featuring behind-the-scenes access to new signings. The Club will consider this.
JSB 1/5-24-25 – Hammer Collectibles
The JSB members suggested bringing back Hammers collectible cards, similar to Top Trumps, for a fun and interactive way to engage young fans. The Club stated this was under review, but needed to be mindful of contractual agreements with Club partners.
JSB 1/6-24-25 – Booster Seats for Junior Fans
The Club confirmed that the JSB Representative on the FAB asked if the Club would consider booster seats for young supporters sat in the lower bowl. The Club confirmed this isn’t something that would be possible due to Stadium safety rules, however if a supporter was struggling with visibility, that the Ticket Office could be contacted for relocation options
JSB 1/7-24-25 – Junior Hammer Day Ideas
JSB members shared ideas for Junior Hammer Day, including:
Season Ticket Holders watching a training session.
A Junior Hammer Takeover at half-time, where a young fan interviews a Hammer Legend.
Young fans designing a goal celebration for players.
Fun events like penalty shootouts.
"Guess the Year of the Shirt" game for a prize.
Moving competition entries from X to the website to make them easier for young supporters.
The Club confirmed work was underway to look at the Junior Hammer takeover for the 2024/25 season.
7. New Actions
Adding Junior Content to the West Ham United Fan Information WhatsApp Channel
The JSB asked the Club to consider adding Junior Hammers content to the West Ham United Fan Information WhatsApp Channel, including updates on matchday collectables, such as Junior Hammer Passports. The Club agreed to review this.
Making It Easier for Junior Hammers to Attend Matches
The JSB suggested adding a feature to the matchday guide and website that clearly explains how junior fans enter through the turnstiles to help young supporters feel more confident and make the process easier for families attending matches. The Club agreed to review this.