Summary | Swansea City matchday feedback survey
Over the course of the 2025-26 season, Swansea City supporters were invited to complete a matchday feedback survey via QR codes around the stadium, and links on the club’s website.
We would like to thank all those who took the time to respond and we are pleased to be able to update supporters with how those responses were used.
While the feedback form was open at all times, the club also emailed all attendees after three games (Norwich City, Wrexham and Charlton Athletic) to provide an uplift in responses and ensure supporters voices were being heard at the beginning, midway point and end of the season.
OVERVIEW
The topics covered in the survey were ticket purchasing, catering, club shop, and overall matchday experience with supporters asked to provide a score out of five for each area, and then given the opportunity to provide additional feedback.
We also included a general feedback section which helped identify trends around parking and in-stadium communication which are addressed further down this article.
Across the season, we are pleased to say that the surveys showed a steady improvement in the overall supporter experience.
By the end of the season, 82 per cent of supporters rated their overall experience as “good” or better, while the percentage of supporters rating their experience as “unsatisfactory” dropped from 16 per cent to two per cent. All other supporters rated their experience as “satisfactory”.
We were also pleased to see this improvement reflected in the EFL Family Excellence scheme which came with a much-improved rating and saw the club reach silver status for the first time.
In response to the survey, and other fan consultation throughout the season - the club would also like to address some of the more commonly raised feedback.
TICKET PURCHASES
What you said: Supporters expressed a desire for more online ticketing functions particularly for things such as accessible parking and moving seats within the ground.
What we did: New for the 2026-27 season, supporters will be able to complete a number of ticketing functions online by logging into their account. These include:
- Ticketing upgrades – e.g. upgrading your season ticket from U14s to an adult ticket for one match.
- Seat moves – e.g. relocating your season ticket seat to another part of the stadium for one game.
- Accessible tickets (i.e. wheelchair bays and ambulant seating) will be available to purchase online.
For away games, supporters will have their choice of seat from a specific map (most games). Introducing this functionality also means the club will be removing the accessible ticketing ballot meaning supporters requiring accessible seating will be able to purchase the most appropriate seat for them during their eligibility window and will no longer wait for the ballot to take place.
Please note, the ballot system for accessible ticketing will be introduced for high-demand fixtures and this will be communicated in advance.
What you said: Supporters raised that the ticket website was not as user friendly as it could be.
What we did: Over the course of the 2025-26 season and throughout the summer, we have made improvements to the user journey on the ticket website.
We’ve introduced more way finders for fixtures and we have also expanded the information tab to improve supporters’ ability to find answers to their questions.
We have added seating maps to away games, meaning fans who are joining us on the road are able to select their preferred seat rather than being offered the best available.
What you said: Some families raised that Swansea City can be an expensive family day out.
What we did: While the club had to increase ticket prices for the 2026-27 season to reflect rising costs, we have continued with our discounted family offer in the south stand for season ticket and match-by-match purchases.
We have also introduced a new “value” area in the South-East corner of the ground, which will allow supporters to access tickets at the cheapest possible rate.
The club has also reduced the prices of our Category C fixtures for this season to offer really competitive prices for these games.
In addition, the club will continue to run group offers which will enable football teams and local community groups to attend games at an affordable rate and will look to run initiatives such as Kid for a Quid at selected fixtures.
IN-STADIUM COMMUNICATION
What you said: Supporters raised difficulties in hearing pre-match and half-time interviews.
What we did: We are exploring options to address the ease of hearing interviews such as a two-microphone system.
What you said: Supporters asked whether the club could introduce in-stadium wifi, or improve the 5G signal at the stadium.
What we did: The club is exploring a number of possible options which would enable us to provide wifi for supporters in the concourse areas with a view to introducing this during the 2026-27 season.
Meetings have taken place with the main mobile networks onsite, and funding options are being looked at.
CATERING
What you said: Supporters asked if the queuing system could be improved and changes made to the self-order units. Fans also asked if hot drinks could be added to the self-order units.
What we did: In response to supporter feedback, we made changes to the way the self-order units worked in 2025-26. These screens became drinks-only to improve speed of service. Tills were reintroduced in the kiosks with supporters able to order food and drink directly from the counter should they prefer.
For the 2026-27 season, hot drinks will be added to self-order units following supporter feedback, while additional staff and tills are also being added to kiosks in the South Stand to alleviate the queues in this area on busier games.
Levy are also providing additional customer service training for staff serving at kiosks so supporters can expect to see a better standard of service.
What you said: Supporters asked about introducing a family deal, or whether the club could consider pie and a pint offer to bring down costs for fans.
What we did: Early bird offers (such as the pie and pint deal) which ran in 2024-25 didn’t receive much traction and were consequently removed due to limited take up.
During the 2025-26 season, a sweet treat and hot/cold drinks offer was well received and this will continue next season with additional variety of drinks and treats added to the offering.
Supporters will also see a new “grab n go” range which will provide a lower cost option on matchday.
What you said: Supporters asked about introducing a better variety of food, including more family-friendly, healthy, or vegetarian options.
What we did: The clubs catering partner Levy is working to introduce a brand-new signature burger, loaded fries, and a new range of grab n go items will also be added. There is also work being done to extend the gluten free menu.
The outdoor catering options (burger vans around the stadium footprint) are also reviewing their menu options ahead of next season.
PARKING AND TRAVEL
What you said: Supporters expressed their frustration at a lack of available parking near the ground. The lack of available public transport was also raised. Some mentioned the closure of Landore Park and Walk.
What we did: The club recognises supporter concerns around parking near the stadium. We are in conversation with the council regarding additional provision for matchday parking within half a mile of the ground and are speaking to other local businesses about offering matchday parking.
In the meantime, the club has worked with the lcv group to confirm that this car park will be open on matchdays for supporters to use.
We were also pleased to see a renewed commitment to reopening the Landore Train Station, which would be a welcome option for supporters attending fixtures.
The Swansea Jack also operate a chargeable coach service from their venue to the stadium operating pre-and-post match. Following supporter feedback, they have reduced this price of this service from £5 (one-way), to £3 (one-way) and £5 return. Further information about how to book this travel will be released in due course.
Supporters can walk to The Swansea Jack from the train station (12 minute walk), the central bus station (10 minute walk), and inner-city car parks such as Copr Bay North, Swansea The City Gates (NCP), and Salubrious Place.
The club will also commit to listing all available parking options on its website for supporters to make journey planning as straightforward as possible.
MATCHDAY EXPERIENCE
What you said: Supporters raised a desire to see an improvement in pre-match experience with a variety of suggestions made regarding pre-match displays.
What we did: The club introduced fire boxes and other activity at specific matches last season, and is looking to bring in more of this for the 2026-27 campaign.
The club is also exploring consultation around a supporter-led group to help drive the atmosphere with further details to be released in due course. Anyone interested in being part of this group can contact us by emailing support@swanseacity.com
What you said: Supporters expressed the half-time entertainment has become stale – can it be changed?
What we did: The half-time entertainment is split into two sections. The first is a penalty shootout – facing Cyril the Swan – which is a well-loved part of the mascot experience. The second is a competition which enables fans to win prizes.
Last season, this was predominantly a penalty shootout with children chosen from the family stand at random to take part.
For 2026-27, the club will be working with its sponsors to consider a variety of half-time activities which will be more suited to adults and more entertaining for those watching.