Time for a look at the Fan Engagement Index 2024 (covering the 2023/2024 season). This year we made a couple of significant changes, including when the results are published, and how the actual performance of clubs is recognised.
First, instead of an early spring publication (Feb/March), the index is now published in August. The reason for this is to allow clubs to be able to see what their performance was in the previous season, making it possible for them to change or adapt their fan engagement much quicker, hopefully to improve in the following season.
To enable this, two editions were published in one go. This meant that the results from the 2022/2023 edition were swamped by the 2023/2024 edition. This probably confused a few people, but it was necessary to realign the publication date.
This shouldn’t detract from the achievement of clubs like Liverpool, with their huge 85 point increase from 2021/2022. They’re now only ten points away from a bronze in next year’s edition.
However, this shouldn’t detract from the achievement of clubs like Liverpool, with their huge 85 point increase from 2021/2022. They’re now only ten points away from a bronze in next year’s edition. Derby County (50 point increase), Oxford United (60 point increase) and Leicester City (50 point increase) need a mention too. These improvements shouldn’t go unrecognised. Look at the results for both years in full below.
The second change was the introduction of the Fan Engagement Awards. These awards were introduced because every year, clubs would strive to improve their standing, with very little real reward except a place in a table of 91 other clubs.
Hat-tips to Brighton, Brentford, Swansea City, Exeter City, our old friends at Lincoln City, Carlisle United, Bradford City and AFC Wimbledon, who all trumpeted their achievements from the rooftops.
This didn’t seem a fair way to represent the progress so many clubs are making in this area, so the awards were created to do this more effectively. 19 were awarded for the 2023/2024 season: Gold (215-240 points), Silver (180-210 points), Bronze (145-175 points) and Merit (an increase of more than 50 points in a season). Well done to all those achieving an award.
The first three are obvious, but the Merit is an important innovation, because it recognises where clubs have made a real effort in a season, even if they haven’t managed to achieve one of the coveted three of Gold, Silver or Bronze. Just ask Chelsea’s Director responsible for Fan Engagement, Danny Finkelstein, who was delighted at the progress their Merit award demonstrated. Congratulations too to Sheffield United and Blackburn Rovers to also achieved one, Blackburn now only ten points from a Bronze!
In terms of its reception, the response from clubs has been excellent. Brentford, Brighton, Norwich City, Swansea City, Exeter City, Lincoln City, Carlisle United and AFC Wimbledon and Bradford City all made a point of talking up their awards, which is really pleasing. It’s important that it remains relevant to clubs, especially when look-a-likes pop up. In its sixth year and with the awards now part of it, the Index has demonstrated stickability, and it’s to a large part because the clubs and those doing the work care.
It’s not just good for the Fan Engagement Index either. A major aim of the Index is to help to bring recognition to what so many people at so many clubs do, usually behind the scenes, often with very little recognition – and frequently on very little money – to ensure that fans remain connected with their clubs. The hard yards of engagement aren’t the most glamorous, but they can be the difference between a happy fanbase and one that feels discontented, disconnected or worse.
Ultimately, we have to see both more respect in the game for those running departments and teams dedicated to this critical area of clubs, and yes, bigger budgets and more investment. It’s hard to see that big changes in the regulation already in place, and coming down the tracks, will be possible without that investment, and hopefully as the new environment develops in football, that will become the norm.