Do you know about our matchday Supporter Liaison Officers (SLOs)? They are here to help with anything you need. Whether it’s directions around the stadium, general information or simply a friendly face to welcome you, our SLOs are ready to assist.
You can find our matchday SLO team both inside and outside London Stadium on matchday – just look out for their blue uniforms and tabards, making them easy to spot. SLOs are stationed at four main information points near Turnstiles G, H, J and D (for visiting supporters) and inside the stadium at Blocks 110, 154, 141, 132 and 125.
Our SLOs are highly trained and experienced in stadium operations, crowd safety and meeting supporter needs. They’re always happy to help and answer any questions.
As we continue to enhance the matchday experience, our SLO team has grown and evolved significantly. With over 80 passionate SLOs, we’re committed to engaging supporters, providing assistance and creating unforgettable experiences at every game.
New SLO Engagement Team for Special Matchday Experiences
One of the biggest developments this season is the formation of the SLO Engagement Team, a specialised group focused on delivering unique matchday experiences, especially for our younger fans. This dedicated team oversees activities such as Junior Mascots and hosting pitchside tours, enriching the experience for families and creating lifelong memories for our youngest supporters.
This initiative was made possible by upskilling existing SLOs, empowering them with the skills and knowledge to go above and beyond for our fans.
Enhanced feedback collection with tablets
To improve our understanding of fans’ needs, we’ve introduced 25 tablets for our SLOs to collect real-time feedback on matchdays. These tablets have been trialled at the last three home matches, at both London Stadium and Chigwell Construction Stadium, allowing us to adapt and refine the matchday experience more effectively than ever before. Each piece of feedback we receive helps us shape a better environment for everyone attending both the men’s and women’s team matches.
New and improved Supporter Services Information Gazebos
Visibility and accessibility are crucial, so we’ve invested in four larger Supporter Services Gazebos to ensure our SLO team stands out on matchdays. These new gazebos provide fans with an easily identifiable place to seek assistance, ask questions or simply connect with fellow supporters ahead of the match.
Continued engagement for our Junior Hammers
Junior Hammers can collect a Junior Hammer passport sticker at each match they attend throughout the season. Our SLO team is available at all information kiosks to hand out stickers and passports to all junior supporters who need them. For supporters attending their first game, don’t forget to pick up a First Time Certificate as a special keepsake of your memorable day!
Continuing from last season, parents and guardians can also pick up a Junior Hammer wristband. This wristband includes important contact information to help quickly reunite families if separated. It’s a fun accessory and a helpful way to stay safe while enjoying the match!
Charley Burgess, West Ham United Supporter Liaison Officer, shares his insight into the running of the SLO matchday team:
“As West Ham United’s Supporter Liaison Officer, I am proud to lead a matchday team of 80 passionate individuals. Together, we work with pride, respect and dedication to ensure every supporter enjoys a welcoming and unforgettable experience at London Stadium and Chigwell Construction Stadium during our men’s and women's first-team fixtures.
“Our commitment extends beyond the stadium to all men’s away games and selected women's away games. At away fixtures, we greet fans upon arrival and remain on hand to provide assistance wherever needed.
“Our top priority is demonstrating to our fans that West Ham United truly values and appreciates their support. We aim to deliver the best service and experience with every interaction.”
Growth and Career Pathways within the SLO Team
Thanks to a successful recruitment drive over the summer, the SLO team has welcomed new members this season, reinforcing our ability to provide quality service. The SLO role is increasingly recognised as a springboard for those interested in a career within sports. A number of former SLOs have secured full-time roles in football and other sports, showcasing the opportunities and career progression available through matchday employment at the Club.
With each matchday, our SLO team becomes more integral to the fan experience and we’re excited to keep growing and serving our supporters. Speak to one of our team on a matchday, and if you would like to speak to us before then with any questions or feedback, please follow this link.
