West Ham United recently welcomed supporters to a workshop to find out more about their experiences attending matches at London Stadium. The workshop was an opportunity for fans to share their insights, ideas and feedback on what makes a great matchday experience.
Those in attendance included representatives from the Fan Advisory Board, Junior Supporters Board and Ironworks Alliance, a fan-led atmosphere group. Former player Anton Ferdinand also attended to offer his perspective as both a fan and a former player. Other supporters invited included those that have previously engaged with the Club by offering feedback on matchday experience.
The workshop was opened by Executive Director, Tara Warren, who reaffirmed the club's dedication to putting supporters at the heart of decision-making. She highlighted some of the club's pre-match entertainment, including fan-led displays, matchday DJs, themed light shows, and the pilot of a family friendly fan zones as some examples of what the Club has done this season.
The discussion began with fans sharing their personal matchday experiences, from arrival times and pre-match traditions to participation in atmosphere-building activities. Supporters also raised key concerns around pre-match queuing, stadium entry times, and seating arrangements.
The Club presented an overview of matchdays, sharing context to how matchdays are currently structured, including specific matchday campaigns or activities, Premier League requirements and club contractual obligations.
Supporters provided suggestions, including:
- A dedicated Fan Zone for supporters to gather pre-match
- A structured countdown to kick-off which was played both in-bowl and over stadium concourse speakers
- Expanded involvement of Club ambassadors to interact with general admission supporters on matchdays
- Fan-led displays, supported by the club, including big banners and crowd surfers
- A change to the music played 15 minutes before kick-off with an emphasis on using music which has a direct connection to West Ham United
Many agreed that a singing section or designated areas for likeminded supporters would help boost engagement and noise levels.
Half-Time and Post-Match
Supporters also discussed ways to enhance the half-time experience, including:
- Entertainment on pitch such as football challenges for junior fans
- Using the concourse speakers to build energy while supporters get refreshments
- A countdown urging fans to return to their seats before the second half
Finally, supporters expressed a desire for more player-fan interaction after the final whistle. This could involve players acknowledging supporters at home matches, similar to away game traditions.
Looking Ahead
The insights gathered during the workshop formed the foundation of a survey sent to West Ham United supporters to collect wider feedback, looking at both immediate changes which can be considered before the end of the season alongside longer-term initiatives.
The Club remains committed to ongoing engagement with fans through surveys, the Fan Advisory Board, working groups, and partnerships with groups such as the Ironworks Alliance.
