Fan Engagement Plan

At Swansea City, we want fan engagement to be at the heart of everything we do. This plan, outlines our commitment to our supporters on how we will listen, engage and work together as we seek to drive the club forward. 

It is our hope that, through the framework of this document and our commitment to be open and authentic, we can bring you, our supporters, closer to the club and the decisions that are made day to day.  

We know that words are cheap and that we will all be judged by our actions, but we want the positive action that has already taken place to provide us with a solid foundation to build on moving forward.  

Through our recent fans’ survey and via the two Fans’ Forums that were held in my first few months here, we received a great amount of feedback on all aspects of the club. Hopefully, through the detailed response that was shared via our channels, you would have seen that we are listening and taking action where possible when it comes to the things that matter most to you. 

It is really important that these actions are not a one-off. Culturally, we want all staff to be engaging, to listen to feedback, and take quick and appropriate action to drive us forward. This document will lay out the parameters for that, but we will look to go further internally to ensure that it is a part of who we are as a club moving forward.  

Furthermore, members of our ownership group Jason Cohen and Brett Cravatt recently shared the club’s strategic pillars through their open letter to supporters. These pillars will not only play a core part in how we conduct ourselves as a club, but they will also form part of the framework for this plan and how we put it into action.  

Having reviewed the previous year’s plan and the actions that the club has taken, we were disappointed that we did not meet all of the criteria set out 12 months ago. However, it is appreciated that the club went through a huge amount of change and transition during this time. Moving forward, it is a priority for us that we ensure that all aspects of this plan are fulfilled, and I will personally be working closely with our team to ensure that we do everything we can to deliver on our promises to you. 

I would like to take this opportunity to thank our fanbase for all of the feedback that we have received so far. We look forward to continuing to work with you to help move our club in the right direction and put in place the positive changes that we all would like to see. 

Thank you for your continued support, 
Tom 

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Tom Gorringe
Swansea City AFC CEO

Lifelong fan Gwyn returns to the Swansea.com Stadium

Read more about Gwyn's visit to the stadium HERE.

Cwtsh Clos matchday raises more than £8,000

Read more about our work with the Swansea Bay Health Charity Cwtsh Clos appeal HERE.

Swansea City join with Nathaniel Cars to host a boot donation point for The Boot Room

👟 We teamed up with @NathanielCars at Saturday’s match 🆚 Derby County as supporters were invited to donate football boots and kit to @TheBootRoom6.

👉 https://t.co/mL4pFPEREc pic.twitter.com/d6qx8VtWqp

— Swansea City AFC (@SwansOfficial) April 7, 2025

Read more about The Boot Room HERE.

Laurence Vigouroux and Lee Trundle deliver food to foodbanks ahead of Christmas

Read more about Trundle and Vigouroux's visit to the foodbanks HERE.

The 2024-25 was a season of transition, on and off the pitch. As well as the ownership takeover, which was confirmed in November, the club’s management structure underwent significant changes throughout the season. The final change to this came with the appointment of CEO Tom Gorringe in February. As a result, the club did not meet all of its targets set out in July 2024, but did start the process of positive change in preparation for the 2025-26 season under new and stable leadership. 
 

The club has exceeded its targets in some areas: 

• The introduction of two new Her Game Too ambassadors and holding of a HGT forum. 
• Community initiatives engaging underrepresented members of the community to improve stadium accessibility. 
• The expansion of a Global Jacks Discussion Group and new Global Jacks online community through the Global Jacks map.  
• The hosting of a Global Jacks matchday in Swansea. 
• The introduction of a Supporter Survey, with results analysed and shared with fans. 

The club has met its targets in some areas:  

• The hosting of two fans’ forum (which included a satellite forum in Carmarthen) 
• The hosting of a feedback event for junior supporters (aged 9-11) 
• Staging two events aimed at ‘future fans’ (open day/junior takeover day) 
• Regular board level and senior staff meetings with the Supporters’ Trust 
• Regular meetings between the Disabled Supporters’ Association (DSA) and DLO (club’s disabled liaison officer), and further DSA meetings with senior staff, while key leadership figures have attended DSA events 
• Regular meetings with a matchday working group and senior club figures 

The club has fallen short in other areas:  

• Lack of an online international forum/event 
• The number of forums/events planned and approximate timeline of these taking place did not match what was delivered 
• Inconsistent staging of the ‘Meetings with the Jack Army’ initiative 

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The fan engagement objective for the 2025-26 season is to use the club’s strategic pillars to ensure effective and transparent communication with supporters. 

We aim to have open and regular dialogue with supporter groups and representatives - in line with the fan dialogue pyramid above - to ensure supporters’ views are considered in the decision-making process. 

In order to ensure regular communication, the club intends to meet the following targets: 

• Hold two Fans’ Forums (minimum)
• Publish two Ownership Updates (minimum)
• Issue two Supporter Surveys
• Hold four meetings of the Matchday Experience Working Group 

Commitment to the Swansea City Supporters’ Trust  

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 the biannual 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. 

Commitment to other fan groups and representatives 

• We will hold monthly meetings with the Swansea City Disabled Supporters’ Association
• Hold regular catch ups and meetings with our Her Game Too representatives
• Hold regular meetings with the Global Jacks Discussion Group 

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Ownership
The club’s owners Brett Cravatt and Jason Cohen are committed to two board meetings per season which will include a board update. They will also be writing open letters to supporters at least twice a season.

Senior Leadership
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.

Supporter Working Groups
Minutes from the Matchday Experience Working Group to be published on the Swansea City Supporter’s Trust website with links from the Swansea City website.

SWANSEA CITY SUPPORTERS' TRUST BOARD

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Supporters’ Trust Board members: Dave Dalton, Chris Golledge, Paul Meller, Di Hughes, Howell Williams, Peter Thomas, Tony Sharpe, Rupert Thomas, Ollie Meller, Roger Goodwin, Teo Angheben, Dave Jones, Paul Thomas. 

To find out more about the Supporters’ Trust please email: info@swanstrust.co.uk  

Website: www.swanstrust.co.uk  

Supporters can join the Trust HERE and anyone wanting to learn more or get involved with the wide range of work they do by visiting their website HERE or emailing them at info@swanstrust.co.uk. They can also be followed on social media via @swanstrust  

MATCHDAY EXPERIENCE WORKING GROUP

Matchday experience working group members: Paul Meller (Swans Trust), Dave Dalton (Swans Trust), Chris Golledge (Swans Trust), Katie Doyle (Swansea City), Hayley Ford (Swansea City), Tony Sharpe, Paul Joseph, Lee Joseph, Ian Davies, Jamie Ranford, Andrew Concannon, Harriet Williams, Sophie Hughes. 

To reach out to the Matchday Experience Working Group, please email supporters@swanstrust.co.uk 

SWANSEA CITY DISABLED SUPPORTERS' ASSOCIATION

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Swans DSA committee: Chair Andrew B, Treasurer Andrew W, Secretary Cath. 

Other committee members: Lee, Julie, Daniel, Clare, Ashleigh, Kelly, Ashley, Richard. 

To join the DSA or reach out with information and feedback please email DSA secretary (secswandsa@gmail.com) or DSA Chair (chairswansdsa@gmail.com) or visit the DSA website. 

Website: Swans DSA – Swansea City AFC Disabled Supporters' Association 

THE GLOBAL JACKS DISCUSSION GROUP

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Members of the Global Jacks Discussion Group: Dave Dalton (Swans Trust), Dianne Hughes (Swans Trust), Tony Sharpe (Swans Trust), Kelly Quigley (Swansea City), Hayley Ford (Swansea City), Gary Hubschmid (Swans Polska), Mike McEniry (New Jersey Jacks), Matthew Vela (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 international@swanseacity.com. 

You can also join the Global Jacks on social media: Facebook, X and Instagram 

SWANSEA CITY HER GAME TOO AMBASSADORS 

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Ambassadors: Sophie Hughes and Harriett Williams 

The HGT Swans ambassadors can be contacted via their HGT Swans Instagram account. They welcome feedback, suggestions and the thoughts of anyone who wants to improve the experience of women at football matches. 

Click HERE to visit the Instagram page.