2026-27
Fan Engagement Plan
FOREWORD FROM TOM GORRINGE
At Swansea City, we want fan engagement to be at the heart of everything we do and within this document we will outline our commitment to supporters to ensure your voices are heard.
When I last wrote the foreword for the fan engagement plan a year ago, I asked you to judge us by our actions when it came to demonstrating our club commitment to supporter consultation.
I hope that throughout the 2025-26 season, you have seen this commitment from myself, Brett (Cravatt), Jason (Cohen) and the wider ownership group, and that you have seen an improvement in the way we listen to and engage with supporters.
I have personally enjoyed my monthly meetings with the Supporters’ Trust and regular catch ups with the Disabled Supporters’ Association as well as the fans forums which allow me to hear your feedback directly. In addition, the programme notes I write for each home game, provide a useful way of recapping current updates at the club on a regular basis.
Having reviewed last season’s commitments, I’m pleased that we have met all of the targets we set ourselves. This stability has allowed us to conduct a review of these processes, and we’re excited to be introducing some changes to the club’s fan engagement strategy with the aim of ensuring the supporter voice is heard at every level of the club’s decision making.
And in the next few months, we will be establishing a Supporter Advisory Board, which will be created through an independent and democratic process. We hope this will give a broad range of supporters the opportunity to feed into the club’s decision making.
We will also continue to host at least two fans’ forums per season, and myself, Vitor Matos and Ben Stevens are looking forward to speaking with you at our first one at the Swansea.com Stadium on August 5.
In this document, we hope to layout a full framework for the 2026-27 season. We appreciate that there are still many changes taking place in this area, so we will also issue updates to aid in transparency.
I would like to take this opportunity to thank all supporters who have contacted us, reached out, or completed surveys over the course of the past 12 months. Your contributions continue to help us move forward and put in place positive changes for our supporters.
Tom Gorringe
Swansea City AFC CEO
OUR COMMITMENT TO REGULATION 129
The club is committed to meeting EFL Regulation 129 and commits to holding at least two open fans forums during the 2026-27 season.
By creating this public fan engagement plan, we also aim to be transparent in all the ways we constructively consult with supporters.
Beyond this, we promise to meet the FA’s heritage rules relating to assets such as club colours, crest, name, and stadium moves.
OUR CLUB PILLARS
These five pillars were introduced by the club’s ownership group and will guide the club’s strategy across all areas including fan engagement.
AUTHENTICITY
From the board, to the staff, to the supporters, we want to foster authentic communication across the club. This pillar reminds us to be honest and transparent at all levels of the club. To acknowledge and improve on our mistakes, review our processes and strive for constant improvement.
DATA
The club employs a data-led approach and will continue to use this to better understand the opinions of our supporters. We will use surveys and analysis of the responses to help make positive changes and guide the club’s direction.
KAIZEN
The club aims to make constant incremental improvements every day in every area. Using information, positivity and information to make us stronger, with everyone connected with the club and community striving in the same direction. Communication, working groups, and the relationship with the Supporters’ Trust means supporters’ voices are part of the collective progression.
EFFICIENCY
At the club we need to ensure the resource that we have available is used in an efficient manner to ensure that we provide the best possible experience for supporters. Utilising our survey mechanisms to ensure that your feedback is digested and actioned upon in an efficient way is a core part of this strategy.
CYMDEITHAS
Valuing our city, the togetherness of supporters and the wider community of Swansea, which the club proudly represents. We cannot underestimate the importance of how we represent the city, and we strive to be emblematic of values of Swansea. Supporting the club, each other and the community around us is key to our relationship with our supporters.
REVIEW OF 2025-26 ACTIVITY
The 2025-26 season was a more stable off-field campaign for Swansea City, allowing the club to meet its fan engagement targets set in July.
This increased stability of leadership also allowed the undertaking of a significant piece of work to improve the structure and feedback mechanisms for supporter feedback and consultation going forward.
Throughout 2025-26, the club’s chief executive officer, Tom Gorringe, met with the Swansea City Supporters’ Trust on a monthly basis, attending meetings with the club’s Disabled Supporters Association (DSA) and took supporters questions across two open fans’ forums.
While the club’s fan engagement lead, Hayley Ford, met monthly with the DSA, quarterly with the club’s matchday experience working group and was in regular contact with the Supporters’ Trust and Her Game Too representatives.
As part of a wider-community commitment to equality, diversity and inclusion, the fan engagement team also worked to forge better links with the city’s faith leaders, Disability Network, LGBTQ+ forum, and carers forums as well as fostering a community presence through closely working with the Swansea City AFC Foundation.
The club has met its targets including:
- Hosting two fans’ forums
- Publishing two open letters from the club’s ownership
- Issuing two supporter surveys (three were issued)
- Hosting four meetings with the club’s matchday experience working group
- Regular supporter updates provided via matchday programme
- CEO monthly meetings with the Swansea City Supporters’ Trust
- Club monthly meetings with the Swansea City Disabled Supporters Association
- Open lines of communication with Her Game Too ambassadors
Supporters can view how your feedback has been used to shape our current fan engagement plan by clicking HERE to read our matchday experience survey results.
FAN ENGAGEMENT OBJECTIVES FOR THE 2026-27 SEASON
The club is working with the Swansea City Supporters’ Trust to make improvements to the supporter feedback and dialogue mechanism for the 2026-27 season.
As part of this progress, a fan engagement priority is setting up a Supporter Advisory Board which will bring us in line with Football Supporter Association and EFL best practice. We are also working with Swansea City AFC Foundation to introduce new supporter engagement avenues which will focus on other areas of communication.
This process has been undertaken in consultation with the Supporters’ Trust to ensure the club is making the best possible decisions in relation to its supporters.
Our commitment to supporters is that we will, at minimum, commit to:
- Two open fans forums with the club’s key decision makers
- Two full club updates to keep fans informed
- Two meetings with the club’s new Fan Advisory Board *
- Open matchday experience surveys for supporters to feed back after every home game
Further commitments:
- Monthly meetings between the Supporters Trust and CEO
- Monthly meetings between the SLO and Disability Access Officer
* The club will commit to holding four meetings with the supporter advisory group per season. We have proposed two meetings for this 2026-27 season working on a pro-rata basis and assuming the group will be ready to meet for the first time in late 2026 /early 2027.
SUPPORTER CONSULTATION
The club is in the process of setting up a Supporter Advisory Board, while we are also working with Swansea City AFC Foundation and the Fans Fund project to support a Welsh Language group with details to be shared in due course.
This page outlines the expectations the existing groups, and will be updated once the above groups are active.
SWANSEA CITY SUPPORTERS’ TRUST
While the club is working on a change to the consultation structure, the Swansea City Supporters’ Trust remain a vital part of the club’s high-level decision making and supporter communication.
Our commitment to the Supporters Trust and their invaluable contribution to the club’s direction remains.
The club – and CEO Tom Gorringe - will liaise regularly with the Supporters’ Trust ahead of scheduled Trust committee meetings, and around once a month to discuss other matters.
The Trust also have two places on the club’s board and attend board meetings to ensure supporter sentiment is taken into account.
The Trust continue to play a big role within the club and their place within the creation and implementation of the club’s strategy.
SWANSEA CITY DISABLED SUPPORTERS’ ASSOCIATION
Swansea City Disabled Supporters association are a key supporter group. The club’s fan engagement lead (and disability access officer) will attend monthly meetings with the groups leads to ensure disabled supporters’ voices are considered throughout the club’s decision making.
OTHER GROUPS / REPRESENTATIVES
- Regular contact with the club’s Her Game Too representative
- Regular catch up with the club’s Heritage Group to ensure the club’s history is considered
- Commitment to at least one forum for young supporters and families to provide feedback
- Commitment to work with and meet with community leaders and wider groups
TIMELINE OF ACTIVITY
JULY
Fan Engagement plan released
AUGUST
Fans’ Forum (August 5, Swansea.com Stadium)
WINTER
First meeting of the Supporter Advisory Board *
DECEMBER
Fans’ Forum
SPRING
Supporter Advisory Board meeting
To better demonstrate the club's consultation structure, we have also created the below pyramid.
* Subject to change dependent on the set up of the supporter advisory board.
TRANSPARENCY AND AUTHENTICITY
Changes to fan engagement structure
As the club undergoes a planned change to its supporter consultation structure, the club commits to updating supporters on the progress of these changes via its website.
Once the structure has been finalised, the club commits to producing an updated Fan Engagement Plan which will reference the proposed engagement.
Ownership
The club’s owners Brett Cravatt and Jason Cohen are committed to two board meetings per season which include in-depth reviews of club strategy and progress, in addition to regular board meetings to conduct the ongoing business of the club. The Trust’s Supporter Directors attend all of these meetings.
Senior Leadership
CEO Tom Gorringe will use his programme notes to provide regular and meaningful updates for supporters.
Fans Forums
Fans Forums held at the Swansea.com Stadium will be streamed OR released as live for supporters to watch back in full.
SWANSEA CITY SUPPORTERS’ TRUST COMMENT
All of us on the Swansea City Supporters’ Trust Board welcome this latest Fan Engagement Plan and are pleased to continue being part of the communication process on a wide variety of issues that directly impacts our members and supporters.
Our regular meetings with Club CEO Tom Gorringe and other members of the club’s senior management team - plus our two permanent positions on the Club Board - are invaluable in ensuring there is always a two-way process when dealing with matters of importance.
Last season’s Engagement Plan was well delivered and we are grateful to the club for taking on board some of our feedback and suggestions throughout the season and now as we head into this year’s plan.
We’ve also been kept fully informed and look forward to being part of the new Fan Advisory Board (FAB) which will soon be established and this will be yet another way for our supporters to be part of the Club’s decision making as we head into what look to be an exciting period for the Swans and the Jack Army.
Dave Dalton, Chair
Swansea City Supporters’ Trust
SWANSEA CITY FAN GROUPS AND REPRESENTATIVES
SWANSEA CITY SUPPORTERS' TRUST
Swans Trust Board Members for 2026-27: Dave Dalton, Paul Meller, Diane Hughes, Rupert Thomas, Howell Williams, Peter Thomas MBE, Tony Sharpe, Roger Goodwin, Teo Angheben, Terry Rice. Plus up to 5 other co-opted members.
Supporters can join the Trust HERE and anyone wanting to learn more or about the wide range of work they do can visit their website HERE
Any supporter related queries can be emailed to: supporters@swanstrust.co.uk
The Swans Trust can also be followed on social media via Facebook, X and Instagram
To find out more about getting involved with the Supporters’ Trust please email: info@swanstrust.co.uk
SWANSEA CITY DISABLED SUPPORTERS' ASSOCIATION
Swans DSA committee: Chair TBC, Treasurer Andrew, Secretary Cath.
Other committee members: Lee, Clare, Ashleigh, Kelly, Ashley, Richard. Andria, Martyn and Alison
To join the DSA or reach out with information and feedback please email DSA secretary (secswandsa@gmail.com).
Website: Swans DSA – Swansea City AFC Disabled Supporters' Association
THE GLOBAL JACKS DISCUSSION GROUP
Members of the Global Jacks Working Group: Dave Dalton (Swans Trust), Diane Hughes (Swans Trust), Tony Sharpe (Swans Trust), Hayley Ford (Swansea City), Gary Hubschmid (Swans Polska), Mike McEniry (New Jersey Jacks), Matthew Vella (Maltese Jacks), Ross Jones.
To view the Global Jacks Map showing our supporters located all around the world, click HERE
To contact the Global Jacks working group, or join the overseas mailing list please email globaljacks@swanstrust.co.uk.
If you’re an overseas supporter who wishes to contact the club, please email support@swanseacity.com
You can also follow the Global Jacks on social media: Facebook, X and Instagram
SWANSEA CITY HER GAME TOO AMBASSADORS
Ambassador: Harriet Williams
The HGT Swans ambassador can be contacted via the HGT Swans Instagram account. She welcomes feedback, suggestions and the thoughts of anyone who wants to improve the experience of women at football matches.
If anyone is interested in supporting Harriet and the HGT Swans group, they can reach out via the Instagram page below or contact support@swanseacity.com.
Click HERE to visit the Instagram page.
GET INVOLVED
Your fan engagement team are here to listen to you!
Supporters are encouraged to take part in fans’ forums and surveys to ensure their opinions and thoughts are being taken into account in the club’s decision-making processes.
Supporters are also encouraged to raise concerns, grievances and provide feedback by contacting our supporter services team directly via email: support@swanseacity.com.
Please note, our supporter services team will not record or action feedback posted only on social media.
We are also keen to hear from existing supporter groups, or those looking to set groups up. You can contact the club by emailing support@swanseacity.com
If you would prefer to raise your feedback via supporter consultation groups, please view the Swansea City fan groups and representatives page above for details on how to connect with supporter representatives.