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Background
In January 2024 Swansea City Supporters’ Trust were delighted to publish our full report on the Matchday Experience at Swansea City, which we kicked-off in October 2023. All our previous updates which included a link to the full survey report are available to access on our Trust website HERE
The project was established to better understand the experience of supporters in and around the stadium on matchdays and identify positive changes that could improve this. Almost 1000 supporters responded to our survey with the results providing a clear and strong case for changes to be made.
We promised to take the next steps with the support of the club to form a joint working group that will own these findings and others that are identified.
We are pleased to advise this group made up of a combination of Club, Trust and supporter representatives are now fully up and running and they held their eighth meeting at the Swansea.com stadium and via Teams on Wednesday 25th June 2025.
This meeting gave everyone an opportunity to review progress to date and revisit some of the key recommendations arising from recent fans surveys.
The project is now known as the Matchday Experience Working Group – MEWG – and the full group is currently made up as follows:
Paul Meller (PM) – Swans Trust
Dave Dalton (DD) – Swans Trust
Chris Golledge (CG) – Swans Trust
Tony Sharpe (TS) – Swans Trust
Katie Doyle (KD) – Swansea City
Hayley Ford (HF) – Swansea City
Kev Johns (KJ) – Swansea City
Harriet Williams (HW) – Her Game Too
Sohie Hughes (SH) – Her Game Too
Lee Joseph (LJ)
Paul Joseph (PJ)
Ian Davies (ID)
Thomas Hughes (TH)
Craig Fulford-Astley (CFA)
Jamie Ranford (JR)
Andrew Concannon (AC)
Apologies were received for this meeting from:
Kev Johns
Chris Golledge
Lee Joseph
Jamie Ranford
Another constructive meeting can be summarised as follows:
1. Welcome
DD chaired the meeting and welcomed AC as a new member as well as HW and SH representing Her Game Too (HGT). PM took the notes which have now all been approved by those in attendance.
2. Matters arising from the previous meeting (14th April 2025)
Closed turnstiles on matchdays: Club looking into reasons
3. Supporter Survey Review
KD explained that the club had received around 2000 responses to the supporter survey caried out in March 2025. Most were from season ticket holders with the majority of comments (besides criticism of on field performances at the time) catering based. These have been referred to Compass and some initial positive feedback received about proposed changes for next season once a full review has been completed.
There were no significant surprises emerging from the feedback received either positive or negative. Acknowledged that responses would have been different about on field performance if the survey had been carried out at the end of the season.
The club are exploring a more permanent fan park opportunity. Main ticket office and shop will open on home match days plus other days and times soon to be announced by the Club.
There followed a general discussion on other club matters. KD confirmed that the club’s initial target for season ticket sales of over 9500 had been reached, which is ahead of where we were last year. Potential for another 1000 sales and these figures do not include hospitality with a number of additional hospitality packages available.
KD advised the club are looking to continue to build relationships with local senior and junior leagues. Also continuing to promote the grass roots ticketing offer, making the application process easier for teams with up to 5/match. The Foundation are also working closely with teams at grass roots level as part of a more joined up approach. DD welcomed the support for grass roots football, pointing out that the Trust donated almost £10k to the various local junior leagues last season including West Wales Women’s and Girls League.
The supporter representatives felt that online sentiment was far more positive since the change of club ownership/control, with fans generally looking forward to the new season. Everything appeared more structured with a joined approach. The early transfers had certainly helped, especially Burgess who is considered a coup for the club.
It was acknowledged that away travel matters had created greatest concern and supporter frustration fully understood, however the club are unable to continue to support it as it is too expensive and needs a lot of time/resource commitment. DD agreed that the club should not have to financially subsidise and that there is insufficient capacity within either the club or the Trust to be able to organise. The Trust have invited views on alternatives but whilst there have been some complaints online no suggestions have been forthcoming.
KD referred to additional work the club has done which, in addition to the supporter survey, showed that only 9.1% of supporters use official travel to attend away games. The Club would welcome working more closely with independently organised away travel clubs with a number of coaches run on this basis.
HGT indicated that they are looking at potentially organising a family friendly coach and a call out was made for anyone on the MEWG or who members knew more widely who would be interested in organising away travel or laying on an additional independent coach to replace the official coach. The official coach was underoccupied for many away matches last season, including being cancelled on more than one occasion due to low booking numbers.
4. Honesty flags
At the recommendation of the MEWG, the club have been looking into the possibility of TIFOs. Within this, they have been looking at introducing 250 honesty flags for fans to wave as part of pre-match build up. Different ways this can be organised from a collection on the way into random placement alongside seats. Club admitted some concern around logistical challenges of a fan display not being led by fans, and about the policing and distribution of honesty flags. The overriding feedback from supporter representatives was that supporters in the designated corner for the flags (north east) would not engage with honesty flags.
There followed a discussion around use of tifos and card displays. Displaying cards/foil sheets (A3 size) takes a lot of time and organisation to display on seats, encouragement of participation plus limited re-use value. A tifo was another option but costs £6k+ and movement around by fans tends to be unsuccessful. Ideally needs to be static and pulled up from fixed points in a part of the ground with willing participants. Details of a contact who has approached the Trust has been passed on to the club for consideration. AC suggested that a percentage of drinks at the stadium /Swansea Jack pub go into a matchday entertainment fund to cover cost of flags, etc
HF asked for any further fan display ideas – specifically for the opening day- to be referred to her by 4th July. In addition, any feedback for stewards from a fan perspective to be fed through by 27th June.
HF would also welcome correspondence from supporters who would like to have input into possible fan displays.
5. HGT
HW and SH provided an update on their work. Their comms with the women’s team was very good and the team are very supportive and want to get more involved.
Fundamentally they are looking to improve awareness and equality for all women. Engagement with female fans is slowly improving after low turnout to initial female fan forum. Focus is on getting schoolgirls more involved and enthused. They were very disappointed that the recently launched FAW Gêm For Her / Gêm For You campaign had taken many of the HGT ideas.
HW is very keen to increase and reward supporters of Swansea women’s team. Difficult to do whilst the team are still based at Llandarcy. Funding is a real problem. Looking at loyalty scheme for attendance which DD confirmed the Trust would be prepared to underwrite. There will be a dedicated HGT men’s match this season usually around International Women’s Day on the 8th March 2026.
SH is working with female fans in the men’s game. e.g. arranging trips to away games in female only or family friendly coaches. Will start to firm up once the fixtures are out. Also helping with HGT awareness raising campaign. Using Instagram account to maintain awareness of existence and looking to increase visibility of HGT on men’s match days besides dedicated women’s games. HGT were encouraged to base themselves at/alongside the Trust kiosk on matchdays. They are also looking to create a visual display on match days within the ground through use of colour. Found they are struggling to get access into schools. HF advised that the Foundation have a primary school advisor they could liaise with. Also looking at setting up a HGT group for single women with young children. They are @ HGTSwans on Instagram and @HGTCymru is the umbrella website. All very positive feedback so far but acknowledge it will take time.
The reluctance of females to go into a male environment remains an issue. However, there are much improved facilities at ground especially in the Family Stand – which they consider should be more widely publicised. KD confirmed that the Club are looking to promote the Family Stand more (video showcase). Reasonably pleased with the response to the new ticketing initiative for the stand.
HGT are looking to build up a volunteer team. Trust committed to sharing HGT posts on social media.
6. Heritage
PM provided an update on heritage projects including the Trust’s successful application to the Council for the display of the first Blue Plaque in Swansea for a sportsperson/former player. Date of reveal tbc. The next round of equipment box painting in honour of Swansea born Welsh internationals is underway and expected to be completed early next month. A Swans heritage walk is part of the Swansea walking festival on 10th September led by David Brayley from the Vetch to the stadium. The international wall and relocation of the Robbie James Wall of fame has all been agreed in principle with prices finalised and just final verification of international player details awaited. Similarly, TS is in touch with the FAW looking to confirm Swansea born men’s Welsh internationals for a Red Wall inside the stadium. HF has details of female Swansea born Welsh internationals since early 2000s.
7. MEWG Structure 25/26
DD raised the issue of structure of the MEWG from next season with a refresh due each year on 30th June. All present confirmed that they were happy to continue and those absent also subsequently confirmed.
8. AOB
Meeting ended 7.35pm
Next meeting planned for late August at Fairwood Training Centre.
If anyone would like to consider getting involved or submit any questions for the MEWG in advance of the next meeting please send us an email to supporters@swanstrust.co.uk
And don’t forget that that Trust are in regular contact with all departments within the Club as well as holding various meetings with senior managers where we routinely raise issues we receive or are aware of.
If anyone would like us to raise anything affecting them, please don’t hesitate to let us know by emailing us at supporters@swanstrust.co.uk
We will then discuss it with the Club as appropriate.
Swansea City Supporters’ Trust
17th July 2025
“Join the Trust”
The post Matchday Experience Working Group (MEWG) – Update 8: July 2025 appeared first on Swansea City Supporters' Trust.
Continue reading...
In January 2024 Swansea City Supporters’ Trust were delighted to publish our full report on the Matchday Experience at Swansea City, which we kicked-off in October 2023. All our previous updates which included a link to the full survey report are available to access on our Trust website HERE
The project was established to better understand the experience of supporters in and around the stadium on matchdays and identify positive changes that could improve this. Almost 1000 supporters responded to our survey with the results providing a clear and strong case for changes to be made.
We promised to take the next steps with the support of the club to form a joint working group that will own these findings and others that are identified.
We are pleased to advise this group made up of a combination of Club, Trust and supporter representatives are now fully up and running and they held their eighth meeting at the Swansea.com stadium and via Teams on Wednesday 25th June 2025.
This meeting gave everyone an opportunity to review progress to date and revisit some of the key recommendations arising from recent fans surveys.
The project is now known as the Matchday Experience Working Group – MEWG – and the full group is currently made up as follows:
Paul Meller (PM) – Swans Trust
Dave Dalton (DD) – Swans Trust
Chris Golledge (CG) – Swans Trust
Tony Sharpe (TS) – Swans Trust
Katie Doyle (KD) – Swansea City
Hayley Ford (HF) – Swansea City
Kev Johns (KJ) – Swansea City
Harriet Williams (HW) – Her Game Too
Sohie Hughes (SH) – Her Game Too
Lee Joseph (LJ)
Paul Joseph (PJ)
Ian Davies (ID)
Thomas Hughes (TH)
Craig Fulford-Astley (CFA)
Jamie Ranford (JR)
Andrew Concannon (AC)
Apologies were received for this meeting from:
Kev Johns
Chris Golledge
Lee Joseph
Jamie Ranford
Another constructive meeting can be summarised as follows:
1. Welcome
DD chaired the meeting and welcomed AC as a new member as well as HW and SH representing Her Game Too (HGT). PM took the notes which have now all been approved by those in attendance.
2. Matters arising from the previous meeting (14th April 2025)
Closed turnstiles on matchdays: Club looking into reasons
- Searches on entry will continue: part of condition of entry
- Post-match alternative offers as opposed to waiting 30+ mins in car park after final whistle: Club considering any options with Compass
- Leftover food availability for away fans and making use of Mel Nurse Bar servery: matter for Compass to consider
- Mel Nurse bar screening alternatives on match days: Club to investigate possibility.
- Pre match and half-time entertainment and local bands in stadium: under consideration by Club as part of celebration of twenty years at the stadium
3. Supporter Survey Review
KD explained that the club had received around 2000 responses to the supporter survey caried out in March 2025. Most were from season ticket holders with the majority of comments (besides criticism of on field performances at the time) catering based. These have been referred to Compass and some initial positive feedback received about proposed changes for next season once a full review has been completed.
There were no significant surprises emerging from the feedback received either positive or negative. Acknowledged that responses would have been different about on field performance if the survey had been carried out at the end of the season.
The club are exploring a more permanent fan park opportunity. Main ticket office and shop will open on home match days plus other days and times soon to be announced by the Club.
There followed a general discussion on other club matters. KD confirmed that the club’s initial target for season ticket sales of over 9500 had been reached, which is ahead of where we were last year. Potential for another 1000 sales and these figures do not include hospitality with a number of additional hospitality packages available.
KD advised the club are looking to continue to build relationships with local senior and junior leagues. Also continuing to promote the grass roots ticketing offer, making the application process easier for teams with up to 5/match. The Foundation are also working closely with teams at grass roots level as part of a more joined up approach. DD welcomed the support for grass roots football, pointing out that the Trust donated almost £10k to the various local junior leagues last season including West Wales Women’s and Girls League.
The supporter representatives felt that online sentiment was far more positive since the change of club ownership/control, with fans generally looking forward to the new season. Everything appeared more structured with a joined approach. The early transfers had certainly helped, especially Burgess who is considered a coup for the club.
It was acknowledged that away travel matters had created greatest concern and supporter frustration fully understood, however the club are unable to continue to support it as it is too expensive and needs a lot of time/resource commitment. DD agreed that the club should not have to financially subsidise and that there is insufficient capacity within either the club or the Trust to be able to organise. The Trust have invited views on alternatives but whilst there have been some complaints online no suggestions have been forthcoming.
KD referred to additional work the club has done which, in addition to the supporter survey, showed that only 9.1% of supporters use official travel to attend away games. The Club would welcome working more closely with independently organised away travel clubs with a number of coaches run on this basis.
HGT indicated that they are looking at potentially organising a family friendly coach and a call out was made for anyone on the MEWG or who members knew more widely who would be interested in organising away travel or laying on an additional independent coach to replace the official coach. The official coach was underoccupied for many away matches last season, including being cancelled on more than one occasion due to low booking numbers.
4. Honesty flags
At the recommendation of the MEWG, the club have been looking into the possibility of TIFOs. Within this, they have been looking at introducing 250 honesty flags for fans to wave as part of pre-match build up. Different ways this can be organised from a collection on the way into random placement alongside seats. Club admitted some concern around logistical challenges of a fan display not being led by fans, and about the policing and distribution of honesty flags. The overriding feedback from supporter representatives was that supporters in the designated corner for the flags (north east) would not engage with honesty flags.
There followed a discussion around use of tifos and card displays. Displaying cards/foil sheets (A3 size) takes a lot of time and organisation to display on seats, encouragement of participation plus limited re-use value. A tifo was another option but costs £6k+ and movement around by fans tends to be unsuccessful. Ideally needs to be static and pulled up from fixed points in a part of the ground with willing participants. Details of a contact who has approached the Trust has been passed on to the club for consideration. AC suggested that a percentage of drinks at the stadium /Swansea Jack pub go into a matchday entertainment fund to cover cost of flags, etc
HF asked for any further fan display ideas – specifically for the opening day- to be referred to her by 4th July. In addition, any feedback for stewards from a fan perspective to be fed through by 27th June.
HF would also welcome correspondence from supporters who would like to have input into possible fan displays.
5. HGT
HW and SH provided an update on their work. Their comms with the women’s team was very good and the team are very supportive and want to get more involved.
Fundamentally they are looking to improve awareness and equality for all women. Engagement with female fans is slowly improving after low turnout to initial female fan forum. Focus is on getting schoolgirls more involved and enthused. They were very disappointed that the recently launched FAW Gêm For Her / Gêm For You campaign had taken many of the HGT ideas.
HW is very keen to increase and reward supporters of Swansea women’s team. Difficult to do whilst the team are still based at Llandarcy. Funding is a real problem. Looking at loyalty scheme for attendance which DD confirmed the Trust would be prepared to underwrite. There will be a dedicated HGT men’s match this season usually around International Women’s Day on the 8th March 2026.
SH is working with female fans in the men’s game. e.g. arranging trips to away games in female only or family friendly coaches. Will start to firm up once the fixtures are out. Also helping with HGT awareness raising campaign. Using Instagram account to maintain awareness of existence and looking to increase visibility of HGT on men’s match days besides dedicated women’s games. HGT were encouraged to base themselves at/alongside the Trust kiosk on matchdays. They are also looking to create a visual display on match days within the ground through use of colour. Found they are struggling to get access into schools. HF advised that the Foundation have a primary school advisor they could liaise with. Also looking at setting up a HGT group for single women with young children. They are @ HGTSwans on Instagram and @HGTCymru is the umbrella website. All very positive feedback so far but acknowledge it will take time.
The reluctance of females to go into a male environment remains an issue. However, there are much improved facilities at ground especially in the Family Stand – which they consider should be more widely publicised. KD confirmed that the Club are looking to promote the Family Stand more (video showcase). Reasonably pleased with the response to the new ticketing initiative for the stand.
HGT are looking to build up a volunteer team. Trust committed to sharing HGT posts on social media.
6. Heritage
PM provided an update on heritage projects including the Trust’s successful application to the Council for the display of the first Blue Plaque in Swansea for a sportsperson/former player. Date of reveal tbc. The next round of equipment box painting in honour of Swansea born Welsh internationals is underway and expected to be completed early next month. A Swans heritage walk is part of the Swansea walking festival on 10th September led by David Brayley from the Vetch to the stadium. The international wall and relocation of the Robbie James Wall of fame has all been agreed in principle with prices finalised and just final verification of international player details awaited. Similarly, TS is in touch with the FAW looking to confirm Swansea born men’s Welsh internationals for a Red Wall inside the stadium. HF has details of female Swansea born Welsh internationals since early 2000s.
7. MEWG Structure 25/26
DD raised the issue of structure of the MEWG from next season with a refresh due each year on 30th June. All present confirmed that they were happy to continue and those absent also subsequently confirmed.
8. AOB
- As at meeting date still no tickets for the club’s pre-season friendly in Spain but are expected very soon.
- Fan engagement plan to be prepared by end of July. Will include liaison with MEWG
- Upgrade of concourse difficult whilst Ospreys are still at the stadium
- Display of Swans shirts from over the years still awaited – potentially could also be painted washing-line style in the concourse areas
Meeting ended 7.35pm
Next meeting planned for late August at Fairwood Training Centre.
If anyone would like to consider getting involved or submit any questions for the MEWG in advance of the next meeting please send us an email to supporters@swanstrust.co.uk
And don’t forget that that Trust are in regular contact with all departments within the Club as well as holding various meetings with senior managers where we routinely raise issues we receive or are aware of.
If anyone would like us to raise anything affecting them, please don’t hesitate to let us know by emailing us at supporters@swanstrust.co.uk
We will then discuss it with the Club as appropriate.
Swansea City Supporters’ Trust
17th July 2025
“Join the Trust”
The post Matchday Experience Working Group (MEWG) – Update 8: July 2025 appeared first on Swansea City Supporters' Trust.
Continue reading...
