FanEngagement
Standard

Setting new standards
for meaningful
engagement with fans
© Premier League 2023

Contents
3 Foreword
4 Introduction
5 Themes
6 Core Commitments
8 Framework

Premier League Fan Engagement Standard2Foreword
Supporters have always been the lifeblood of footballand Premier League fans are known around theworld for their passion and enthusiasm. There is no
doubt they are essential to the ongoing success ofthe game, so I am delighted to introduce the new Fan
Engagement Standard.
It is vital we ensure the voices of supporters are not only heard in the stands,
but also when it comes to having a say on key issues relating to their clubs. TheStandard puts structures in place to establish consistency across the Leagueand improve transparency.
Clubs already carry out a great deal of work in this area, and the Standard is
the next step in enhancing these collective efforts. It builds on existing work
and is integral to ensuring fan consultation and regular dialogue is embedded
across all policies and practices.
In committing to the Standard, Premier League clubs have agreed to take theirfan engagement work even further. It provides a framework to support clubs indeveloping their existing work and introduces a number of core commitments,
including the introduction of Fan Advisory Boards and the requirement for eachclub to nominate a Board-level official responsible for fan engagement.
We will continue to work with clubs and our partners across football to set new
standards for meaningful engagement with fans. I look forward to seeing clubs
continue this important work during the rest of the season and beyond.

Richard Masters
Premier League Chief Executive

Premier League Fan Engagement Standard3

Introduction
In November 2022, Premier League (PL) clubs approved
the introduction of a Fan Engagement Standard (FES).
The commitments of the FES will begin to be implemented
by clubs during the remainder of the 2022/23 Season.
The first full calendar of activity will commence in the2023/24 pre-season, when each club will publish its own
Fan Engagement Plan.
The introduction of the FES reinforces our clubs’ commitment to ensuring longterm meaningful engagement with fans. Building on existing work undertaken
by clubs, the FES framework establishes a clear required standard for fanengagement and promotes the sharing of good practice.
In approving the FES, each Premier League club has agreed to a number ofcommitments, the key elements of which are summarised on page 6.
The full framework, which includes a detailed series of linked activities andincorporates the publication of key documents, can be viewed from page 8.
It is based on five key themes:
Leadership and Culture
The importance of club leadership insetting strategy and a culture of fan
engagement and collaboration
Listening
Clubs listening to the views of their fansin a structured and timely manner
Collaborate and Participate
Supporting collaboration and theintroduction of a Fan Advisory Board topromote meaningful dialogue between
clubs and fans
Share
Decisions taken by clubs are transparent
and clubs share information in a timely
and accurate manner
Learn and Improve
Supporting clubs to learn and to develop
their approach to fan engagement

Premier League Fan Engagement Standard4

Theme 1
Leadershipand Culture

Theme 2
Listening

Embedding impactful approaches to fan engagement requires
effective leadership, accountability and commitment fromboth clubs and fans. The actions taken by leaders and what
they say matters. Club leaders have a responsibility to set anappropriate tone, vision and strategy for fan engagement with
their fanbase. These elements should be underpinned by aculture of fan engagement throughout the club.

Fan voices should be heard in a structured and timely mannerto assist clubs in making informed decisions regarding fanfacing issues. Clubs should recognise the diversity of theirfanbase and endeavour to ensure they engage in a fair andrepresentative manner.

Establishing appropriate structures and forums for constructive
dialogue is key to ensuring a meaningful and transparent
relationship between fan groups and club leadership.

Theme 3Collaborate
and Participate

Creating forums with good governance and processes provides
fans with the opportunity to discuss key fan-facing issues andto collaborate on specific topics or projects, as well as any
proposals relating to heritage assets.

Theme 4Share

In order to embed an effective two-way dialogue between
the club and its fanbase, it is important that both parties aretransparent regarding decisions taken and the rationale forspecific viewpoints. Clubs should share information, subject
to commercial and legal sensitivities, in a timely and accurate
manner to build trust with fans and inform conversations.

Theme 5
Learn andImprove

Each club and its fanbase are on a journey to enhanceexisting activities supporting fan engagement. It is
important that clubs continue to learn and develop toenable meaningful and sustainable change. Clubs should
work together to ensure good practice and learned
experiences are shared across the Premier League.

Premier League Fan Engagement Standard5

Summary of corecommitments
Each of the five FES themes is linked to a series ofcommitments. Collectively, these providing a clear
framework that clubs can use to shape their fanengagement strategy in collaboration with fans.
Commitments

Theme• Premier League Rules - Compliance with all elements of Premier
League Rules relating to fan engagement - contained in Section RLeadershipand Culture• Nominated Board-level official - Each club to nominate a Boardlevel official to be accountable for the club’s fan engagement
activities• Accessibility - Publication of dedicated club communication channels
for all fan-related queries (e.g. email address, phone numbers)• Heritage Assets - A commitment from each club to consult withfans in a timely manner prior to any significant amendment to aclub heritage asset

Listening• Supporters’ clubs, representative groups and wider fanbase- A commitment to continue engaging with supporters’ clubs,representative groups and the wider fanbase• Fan Advisory Board (FAB) - Each club to establish a FAB with theprimary purpose of engaging in two-way dialogue, exchanging
information/ideas and securing feedback from a fan’s perspective

CollaborateandParticipate• Fan Engagement Platforms - Each club to utilise the information
gathered from existing fan engagement platforms (Fans Forums, FanPanels, Fan Surveys etc.) to inform and shape discussion at the FAB• Working Group(s) - Clubs to establish Working Group(s) with thepurpose of engaging with fans on specific topics as defined by the FAB

Premier League Fan Engagement Standard6

Summary of corecommitments
Commitments

Theme• Fan Engagement Plan (FEP) - Each club to publish a FEP before
the start of each season

Share• Communication from ownership, Chair or CEO - The ownership,
Chair or CEO of each club is to communicate to its fanbase atleast twice per season, to provide club updates as well as outline
the club’s priorities and plans• Annual Report - Clubs to include a Fan Engagement Statement
within their Annual Report• Fan Support - A commitment from the club within the FEP toprovide support and resources to supporters’ clubs, representative
groups and the wider fanbase• Engagement Training - The Nominated Board-level officialand Supporter Liaison Officer will be provided with training
opportunities by the Premier League

Learn andImprove• Fan Advisory Board (FAB) Assessment - Chair of FAB tocomplete an assessment of the effectiveness of the FAB with clubChairperson or CEO each season• Collaboration - Each club to attend a minimum of two Premier
League Fan Engagement Working Groups in order to share bestpractice and collaborate with their peers

Premier League Fan Engagement Standard

7

Fan Engagement
Standard Framework
Club Commitments and Core Activities

Premier League Fan Engagement Standard

8

Theme 1
Leadership and Culture
The FES is structured around five key themes, thefirst focusing on the importance of club leadership inpromoting a culture of fan engagement

Club Commitments• Premier League Rules - Compliance with all elements of Premier
League Rules relating to fan engagement contained within thePremier League Handbook, as amended and updated from time totime - Including but not limited to Section R• Nominated Board-level official - Each club to nominate a Boardlevel official to lead the club’s fan engagement activities• Each season, the Nominated Board-level official will prepare
and present a Fan Engagement Report to the club Board (orequivalent), outlining the engagement activities undertaken and
key issues / concerns raised from fans in that season

Leadershipand Culture• The Fan Engagement Report presented to the club Board (orequivalent), prepared by the Nominated Board-level official, will
be made public on the club’s website within 28 days of the Board
presentation• Appointment of Nominated Board-level official as a member of theFan Advisory Board (FAB)• Accessibility - Each club will publish communication channels
for all fan-related queries (including but not limited to fan
engagement email address, phone numbers)• Each club to commit to responding to fan queries raised via official
club communication channels in a timely manner• Each club to commit to responding to fan queries raised via theIndependent Football Ombudsman in a timely manner• Each club to commit to publishing its Fan Engagement Plan (‘FEP’)before the start of each Premier League season

Premier League Fan Engagement Standard9Theme 2Listening
It is important that clubs listen to the views of their fansin a structured and timely manner, particularly on key
topics such as heritage assets

Club Commitments• Heritage Assets - A commitment from clubs to consult with fansin a timely manner prior to any material amendment to a club
Heritage Asset subject to contractual, legal and intellectual
property obligations. Such Heritage Assets include, but may not
be limited to:- Club name- Club badges- Home club colours

Listening• Each club’s Fan Engagement Plan to provide a list of all Heritage
Assets in scope for fan consultation• FA Rules of Association - Compliance with all elements of FA Rulesof Association relating to Heritage Assets - Section M (M1-M16)• Supporters’ clubs, representative groups and wider fanbase A commitment to continue engaging with supporters’ clubs,
representative groups and the wider fanbase• Clubs to allocate resources to engage with all official supporters’ clubs• Nominated Board-level official (or club management teamrepresentative) for fan engagement must attend a minimum oftwo supporters club meetings per Premier League season

Premier League Fan Engagement Standard10Theme 3
Collaboration and Participation
Clubs should ensure collaboration with supporters andintroduce a Fan Advisory Board to promote meaningful
dialogue between the club and fans
Club Commitments• Fan Advisory Board (FAB) - Each club to establish a FAB with theprimary purpose of engaging in two-way dialogue, exchanging
information/ideas and securing feedback from a fan’s perspective• The FAB will be a consultative body and as such members do nothold any fiduciary duties• Core components of the FAB should include, but not be limited to:- Purpose - The FAB will have a clearly
defined mandate and role (advisory body)outlined within a Terms of Reference (ToR)- Ownership - The club Board will holdultimate responsibility for the FAB- Chairperson - A Chair or Co-Chairs to beelected from the FAB membership group- Composition - Each FAB to have aminimum of six fan members (plus club
representatives)

CollaborateandParticipate- Representation - FAB to be
representative of the club fanbase aspracticable and have defined profilesaligned to club’s equality, diversity andinclusion commitments- Engagement - Commitment to regularcontact and information flow from theclub Board and senior executive team- Term - For non-club FAB member(s),mandatory rotation of members on aperiodic basis as deemed appropriate by
the club (e.g. three years)- Confidentiality - The proceedings of theFAB and information it is privy to are tobe subject to an NDA / confidentiality
agreement within the FAB Terms ofReference (ToR) or in a separate agreement- Intellectual Property (IP) - Any IP
created in the course of the FAB’s
existence is to be owned by the club

- Club ownership, Chair or CEOattendance - The club ownership, Chairor CEO is to attend a minimum of one
FAB meeting per year
- Nominated Board-level official Nominated Board-level official to hold apermanent membership to the FAB- Code of Conduct (CoC) - FAB members
to be bound by an agreed CoC asdefined within the ToR or separate
agreement- CoC Breach - Clubs will hold the right toremove a member of the FAB in the eventof a confidentiality breach or breach ofthe CoC- Training and Safeguarding - Annually,
FAB members are provided with training
on club operations, social media andmental health awareness- Cascade of Information - FAB members
to Chair relevant Fan’s Forums or working
groups in order to cascade informationand canvass views on specific topics- Reporting - Maintenance of meetingsummary and reports by designated FAB
Secretary- Publication - Each club to publish
a high-level overview of the FAB via
club channels (membership, structure,frequency of meetings etc.)- Meeting frequency - FAB to meet aminimum of two times per year

Premier League Fan Engagement Standard11Theme 3
Collaboration and Participation
Theme three also focuses on providing regular touch points
with club leadership to discuss performance via structured
communication and fan panels or working groups

Club Commitments• Fan Advisory Board - FABs would be expected to discuss thefollowing topics during the course of the season (subject tocontractual, legal and intellectual property obligations):- The club’s strategic vision and objectives- Short, medium and long-term strategy- Club business performance updates, priorities and plans- Operational matchday issues of concern to supporters- Any proposals relating to club heritage items- Stadium issues and plans- Club communities strategy- Equality, diversity and inclusion commitments

CollaborateandParticipate- The club’s plan for broader supporter engagement• Fan Engagement Platforms - Each club to utilise existing fanengagement platforms (e.g. Fans’ Forum, Fan Panels, Fan Surveysetc.) to enable fans to propose key topics for discussion at the FAB• Outputs from fan engagement platforms to be discussed at theFAB as required• Working Group(s) - Each club to establish Working Group(s) withthe purpose of engaging with fans on specific topics as determinedby the FAB (ticketing, safety, community etc.)• FAB members to chair Working Group(s) in order to cascade
information and canvass views on specific topics• Publication of Working Group summary / results on club channels ina timely manner• Nominated Board-level official (or club management teamrepresentative) must attend a minimum of two Working Group [orequivalent] meetings per season

Premier League Fan Engagement Standard12Theme 4ShareThe decisions taken by clubs should be astransparent as possible, with information
shared in a timely and accurate mannerClub Commitments• Fan Engagement Plan (“FEP’’) - Each club to publish a FEP before
the start of each Premier League season• The FEP should include, but not be limited to:- Details of key fan engagement activities to be completed during
the season- Details of key roles and responsibilities of club officials in relation to
fan engagement- Details of the Fan Advisory Board such as membership, frequencyof meetings and reporting

Share- Details of all club Heritage Assets requiring fan consultation prior toa material amendment• The FEP may be updated during the season to reflect changes in fanengagement activities (as required)• Communication from ownership, Chair or CEO - The ownership,
Chair or CEO (as determined by the club) of each club is tocommunicate to its fanbase, at least twice per season, to provide
club updates as well as outline the club’s priorities and plans• The communication is to include a Q&A section to allow fans to ask
questions and raise points of concern (questions to be submitted
ahead of session)

Premier League Fan Engagement Standard

13Theme 5
Learn and Improve
Clubs will be supported to learn and develop theirapproach to fan engagement, which in turn will help theFES to evolve in step with good practiceClub Commitments• Fan Support - A commitment from the club within the FEP toprovide support and resources to supporters’ clubs, representative
groups and the wider fanbase to encourage enhanced
organisation and participation• Engagement Training - The Nominated Board-level official NBLOand Supporter Liaison Officer SLO will be provided with training
opportunities by the Premier League• Premier League clubs are encouraged to provide relevant training
for NBLOs, SLOs and key fan engagement personnel

Learn andImprove• Fan Advisory Board (FAB) Assessment - Chair of FAB to complete
an assessment of the effectiveness of the FAB with Club Chairpersonor CEO each season• Club to publish assessment findings within the Fan Engagement
Statement within their Annual Report• Collaboration - Each club to be represented (by an appropriateexecutive) at two Premier League Fan Engagement Working Groups
in order to share best practice and collaborate with their peers• Club to demonstrate that they have engaged with fan-focusedorganisations (e.g. Football Supporters Association / Kick It Out /Level Playing Field) to collaborate on fan-facing issues

Premier League Fan Engagement Standard14

FanEngagement
Standard

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