Swansea City unable to offer away travel “guarantee”

Swansea City say that they are unable to offer any guarantees to be running official coach travel next season as they publish the latest review of their supporter engagement survey.

Whilst the survey itself constitutes a whole host of things it is the statement around away travel that will raise the most eyebrows with the club stating “The club is unable at present to offer a service that meets the requirements of supporters, and as such cannot commit to running an away travel service in the 2025-26 season.”

The club is unable at present to offer a service that meets the requirements of supporters, and as such cannot commit to running an away travel service in the 2025-26 season.
Swansea City Engagement Survey June 2025

The club added that the majority of supporters who travelled away had not been using the official coaches because they preferred to make their journey at their own leisure citing the expense, not wanting to travel on a supporter coach and negative experiences as reasons behind these decisions.

The Swans did add that they would continue to explore reciprocal ticketing pricing details with a number of clubs as well as looking at opportunities for free away travel.

More than 2000 supporters completed the survey in March with the majority (two in three participants) being season ticket holders for the last season.

Communication was a key part of the feedback with fans believing that there was poor communication on the strategic direction of the club and the club will be releasing its fan engagement plan in July with CEO Tom Gorringe already committed to two fans forums at the Swansea.com Stadium before the end of the calendar year – the first of which the club confirmed would be during this pre-season.

The club also added that they were in regular communication with Swansea City Supporters Trust although most supporters, given their non-membership of the Trust, will not be comforted by this fact with criticism of the motives of the Trust board being at the highest level of any of their previous twenty five years.

After twenty years at the stadium the club have stated that they will look at w-fi opportunities for the new season and also are looking for ways to improve the matchday experience although the most obvious of these is taking the club away from the dull and boring football that have dominated large chunks of the past few seasons.   Music, food, drink and half time entertainment will all pale into insignificance if the club is winning and/or playing well.

Finally, the club have finally recognised that their constant use of “The Swansea Way” as a statement in recent ways has been wrapped around a complete lack of understanding as to what that Swansea way really is.   It was a much worn line used by the likes of Kaplan, Levien, Silverstein and Coleman but with this survey they may now have a better understanding and admit that they are redefining it based on the responses to this particular question.

On a scale of 1-5, the majority of supporters rated their connection to the football club as a 3. On average, they rated 5 out of 10 for feeling valued.

The club statement continued “As a club we acknowledge that we have a lot of work to do to build our connection with supporters, this is why we have introduced the strategic pillar of cymdeithas so we can be consistent in including supporters and community in every step of our journey.”