Club update | Fan engagement survey review
Following the supporter survey provided to supporters in March, Swansea City is now in a position to share details of the responses, outlining the nature of the feedback received and the club’s plans to address the matters raised.
The club is grateful for the honesty and clarity shown by supporters who completed the survey, and we will continue to offer the Jack Army opportunities to tell us what issues matter most to them, and areas where we can improve our club.
More than 2,000 supporters completed the survey from March, with 66 per cent of respondents being 2024-25 season ticket holders.
Supporters provided valuable comments on a wide variety of topics around the club, with communication, food and beverage provisions, and the overall matchday experience being among the subjects covered.
So, as we look towards the 2025-26 season, we want to openly address these issues, and lay out some of our plans for the future.
Since launching the survey, the club’s board of directors have revealed the five strategic pillars which will provide the foundation for everything we do.
These pillars are authenticity, data, kaizen, efficiency, and cymdeithas, and these inform how we operate as a club and seek to deliver a Swansea City that you can feel proud of and included in.
Communication, ownership and investment
Survey feedback highlighted issues with poor communication on the strategic direction of the club. We acknowledge that the 2024-25 season was a difficult one on and off the pitch, and key decisions have now been made to try and ensure we are in the best possible position to drive the club forward.
In February 2025, Tom Gorringe was appointed as chief executive officer, with Richard Montague also joining as director of football.
Controlling shareholders Brett Cravatt and Jason Cohen have stated their commitment to providing supporters with meaningful and regular updates about what is happening at the club. Additionally, Tom will use his notes in the digital matchday programme to inform supporters as to the ongoing activity taking place at the club.
In line with EFL Regulation 128, the club will be releasing its fan engagement plan for the 2025-26 season in July. Tom will be taking the lead on ensuring clear, transparent and regular communication with supporters from key club decision makers, and has already committed to holding two fans’ forums per season at the Swansea.com Stadium. The first of these is due to take place in pre-season, while a second will be held in December.
The club has also indicated its desire to take additional versions of these events out into the wider community, and took a first step towards this goal by holding a fans’ forum and charity fundraising event in Carmarthen earlier this week.
The club is also in regular contact with the Swansea City Supporter’s Trust and the club’s new senior leadership group have already fostered a good working relationship here, while regular meetings between senior club officials and the Matchday Experience Working Group continue to provide valuable input and constant accountability from supporters.
This represents a commitment to one of our strategic pillars; authenticity. As a club we will seek to offer greater transparency and clarity for supporters wherever possible.
Additionally, we plan to launch regular surveys to give supporters more opportunities to provide feedback and have their voices heard.
More than 80 per cent of supporters selected email as their preferred method of communication, and we do urge supporters to check they have signed up to a Swans Club Account and have updated their mailing preferences to ensure they are receiving the relevant club news. Click here for more information.
We hope that these developments can help allow us to create strong foundations and trust with our supporters ahead of the 2025-26 season and beyond.
Food and beverage
One of the major themes of the survey was the food and beverage provision at the Swansea.com Stadium.
Around three in four supporters arrive at the stadium less than an hour before kick-off, because they don’t feel there is a reason to arrive earlier. This is an area the club is looking into, as clearly it is within our collective interests for supporters to want to spend more time in the stadium on matchdays.
Food and beverages were considered to be of “high importance” to supporters in terms of their matchday, however more than one in five respondents indicated they believed there was room for improvement in this area.
We are currently working with our venue partner, Levy, to undertake a full review of our food and beverage options ahead of the 2025-26 season, and will provide a further update on this in due course.
The club was also pleased to announce the upcoming opening of The Swansea Jack venue in the city centre later in the summer, and has begun the process of exploring other on-site opportunities at the stadium itself, including a possible permanent fan village.
Matchday experience
Matchday experience encompasses so many different aspects, from travel to the game, to the surroundings in the ground.
We were pleased to see that many supporters rated our staff and stewards as being helpful and friendly on a matchday and generally, when supporters have reached out to the club for support, they have been pleased, rating us on average at 8/10 for customer service.
The majority of supporters travel by car to the stadium for convenience purposes, however 26 per cent would consider using different transport if facilities were better. Many supporters raised issues particularly with evening fixtures and public transport, which we are discussing with Swansea Council to try and improve.
Matchday music is something that was also raised by supporters, and the club is reviewing this for the 2025-26 season.
We would like to get fans more involved with the matchday selection and would like to ask supporters to help us build a playlist for each fixture, which will be published ahead of the game. The music played within the final 10 minutes prior to kick-off will also be reviewed in line with feedback.
We are aware that internet signal is limited for many supporters on a home matchday and therefore are exploring Wi-Fi opportunities for 2025-26.
We are also looking into half-time and pre-match entertainment in the stadium bowl for the upcoming season, to find ways to provide greater variety within the matchday experience.
Ticketing and Retail
Feedback on our retail services was positive, with supporters pleased with the range of products available, and the click and collect service.
Ticketing feedback showed that 82 per cent of supporters like to purchase online, however 36 per cent of supporters who completed the survey had issues when trying to purchase online for a number of reasons. We have reviewed the challenges which were raised by supporters and are pleased to confirm that we are working with our digital partners on improving this experience for fans. We will provide a further update once these improvements are in place.
The club shop has closed for the summer in order for the store to be restocked ahead of the launch of our 2025-26 ranges.
For the 2025-26 season, the club will also be opening the club shop on more days throughout the week, with supporters also able to make their in-person ticket purchases from the shop on these days.
This means that, as well as the existing online and email purchasing options, the shop will be open Monday to Saturday allow supporters to purchase tickets and merchandise in-store and speak to a member of our team with any queries. Our click and collect service will resume and be available during our shop opening hours.
The ticket office phone lines will close from Monday June 16 for the foreseeable future as our team prepare for the new season, and we will inform supporters when these planned alterations come into effect.
In line with our overall retail changes, we are pleased to announce that the club will be working with our new official retail partner The Terrace in the 2025-26 season.
The Terrace is working with the club on developing a new and improved online store, plus new items and personalisation opportunities for unique products.
Away travel
According to the survey results, the majority of supporters who have travelled away have not used the official club coaches because they prefer to make the journey at their own leisure.
In terms of reasoning for not utilising the club coach service, this was followed by the expense of the service, not wanting to travel on a supporter coach and previous negative experiences. The club also acknowledges that the service was pulled for a number of fixtures in the 2024-25 season due to extremely low demand.
The club has, in essence, acted as a conduit for supporters to purchase travel through a third party to away games. The club has not made any money from the service.
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.
We will, as a minimum, continue to explore reciprocal ticketing pricing deals with a number of clubs. We will also look at other opportunities to offer free away travel to supporters, such as that made available for the Queens Park Rangers away fixture towards the end of the 2024-25 season.
Connection to the football club and ‘The Swansea Way’
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.
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.
We hope that with regular, open communication - and exploring various options to continuously improve our offering at the Swansea.com Stadium - we can ensure that our supporters have a club they can truly feel a part of, and connected to.
As part of the survey, we asked the Jack Army what ‘The Swansea Way’ means to them. This had more than 1,300 responses, with supporters largely equating it to a feeling of belonging, identity and culture.
While many referenced a style of play which encapsulates possession with purpose, the majority saw ‘The Swansea Way’ as a club-wide ethos of togetherness, community and pride, and a commitment to conducting itself in the right manner, with dignity and class.
By including cymdeithas as one of our pillars, we hope to redefine ‘The Swansea Way’ as a term which encapsulates everyone at the club - fans, staff and players - moving in the same direction.