West Ham United Supporters Matchday Experience Survey

This analysis of the West Ham United Supporters Matchday Experience Survey completed by 7,775 supporters, offers a data-rich portrait of the matchday experience at West Ham United.

It reveals growing dissatisfaction at the London Stadium, identifies the root causes of disengagement, and highlights overwhelming support for key reforms, recommendations and outcomes that the Fan Advisory Board (FAB) should take to the club to drive forward to seek positive change:

Key Outcomes

1.  Matchday Atmosphere Is Widely Criticised

·      Only 5% rate the atmosphere as "Good" or "Very Good".

·      Over 70% rate it as "Poor" or "Very Poor".

·      Compared to the Boleyn Ground:

            94% say it’s worse.

·      Compared to other Premier League stadiums:

            81% say it’s below average or one of the worst.

2.  Atmosphere Problems Are Structural

Top cited reasons for poor atmosphere:

·      Stadium layout/distance for supporters from pitch – 84.7%

·      Too many non-regular/tourist fans – 72%

·      Restrictions on standing/singing – 36.8%

·      No designated singing section – 40.2%

·      Lack of identity/tradition at the stadium – 61.5%

3.  Fan Disengagement Is Growing

·      72% have considered stopping attendance due to poor atmosphere or experience.

Recommendations for the FAB

A.  Structural & Cultural Changes

1.    Create a Clearly Marked Singing/Standing Section

o  Large majority support (79%): Helps group vocal fans and improve atmosphere.

2.    Introduce a “Home End(s)” Cultural Identity

o  Leverage supporter groups who can deliver this

o  Implement and promote traditions from the Boleyn Ground.

3.    Address Tourist Dominance

o  Reduce casual or tourist allocations in key vocal areas.

o  Consider separate neutral/tourist areas (57% support this).

4.    Create a family area

o  Large majority support (77%) a dedicated family area for those wanting a more child-friendly experience

 B.  Improve Matchday Stewarding and Policies

1.    Relaxation of Standing/Singing Enforcement

o  Work with stewards to permit safe standing where appropriate.

o  Train stewards to support fan-led atmosphere, not suppress it.

2.    Fan-Led Initiatives

o  Continue and expand support for banners/tifo displays (over 73% support).

o  Use media to promote fan traditions, chants, and history.

C.  Infrastructure Adjustments

1.    Review the Wall in the Sir Trevor Brooking Stand

o  53% want it removed entirely.

o  Only 5.6% support keeping it as-is.

2.    Seat Relocation Flexibility

o  Improve systems for group seating, particularly for vocal areas.

3.    Explore Acoustics and Sound Design Improvements

o  Seek expert input on enhancing acoustics via temporary structures or tech.

D.  Engage Women’s Football Supporters

1.    Stage Women’s Games at London Stadium

o  57% support hosting at least one or multiple matches a year.

o  Over 30% say they’d likely attend.

Final Notes for FAB Strategy

·      This is a pivotal moment to push for meaningful changes that realign the stadium experience with the Club’s roots.

·      FAB should/have requested joint working groups with the Club on:

1.    Atmosphere improvement and matchday culture rebuilding.

2.    Stewarding reform and restorative justice

3.    Ticketing pricing and allocation policy