Much of our work in improving the matchday experience is done through leagues and associations, but we work with individual clubs too. As an official partner of Leicestershire County Cricket Club, we are working with them to take their match days to new heights. Contact us to find out what we could do for you.
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In the first two seasons of The Fan Experience Experience!, we meet a range of guests from the world of sport to discuss the fan experience and how clubs, leagues and associations can focus on making it better. Listen now, and look out for Season 3 where we turn our attention to the return of fans, and how we can't just let things go back to the way they were.
Listen To Podcasts
As fans return to full capacity stadiums, it's tempting to think we can just return to normal. But as clubs are already discovering, there are already changes that we can't escape; not just internally but with the fans and their expectations.. Our white paper identifies the way that clubs can get this balance right to ensure fans come back and keep coming back.
Read The White Paper
Delivering a great matchday experience involves getting a lot of different factors right, but the one aspect that will make the biggest difference is your people. They can turn a poor experience into a great one, but it works both ways. Our training brochure provides practical solutions that both motivate and focus on the practical delivery on match days.
Read Our Training Brochure


Independence Tray

Former sports minister, Tracey Crouch, published a review of football this week that recommended that the game in England has an independent regulator that oversees the running of it and prevents constant lurches from ‘one crisis to another’. She also thinks fans should have a seat on the board, and a golden share to stop owners taking over without having the club’s best interests at heart. 

In our latest blog, Darren looks at the potential positives but also asks why fans aren’t already having a much bigger say. After all, only a few months ago everyone was saying they were the most important stakeholder when stadiums were empty. But as they opened with little to no restrictions, have clubs forgotten that and reverted to type already? 


Season 2, Episode 10 with Jeff Hutton, Bromley FC

The tenth and final episode of Season Two sees Mark and Darren joined by Jeff Hutton, Chief Executive at Bromley FC who describes the way the club got their fan engagement in early during the pandemic and gives them his thoughts on what fans might be doing and thinking as a return to stadiums draws nearer.

COMING SOON – Season Three of the podcast will feature a question and answer format as Mark and Darren invite queries from the world of football on all matters ‘fan experience’ as we get closer to seeing fans back in stadiums. 


Sean Jarvis, Chief Executive, Leicestershire County Cricket Club

Read a profile on the man making things happen on and off the field at our partner, Leicestershire County Cricket Club. Sean spent 14 years at Huddersfield Town in the RFL, so he knows a thing or two about how to make the fans the centre of focus. Now, in a sport that hasn’t had the 15+ years spotlight that there has been in football, he is tackling this and striving to make the club a forerunner when it comes to new initiatives, ideas and change.

How can we help?

Formed in 2005. The Fan Experience Company is the leading company when it comes to match day experience assessment and improvement, with award-winning programmes in the UK and Europe. 

With today’s sports  fans looking for much more in their experience than the 90 minutes of action on the field, clubs need to find ways to attract fans to their stadiums earlier, and entertain them when they get there.  

The Fan Experience Company has a range of assessment tools and programmes, data, benchmarking, recognition schemes and practical best practice examples to help any association, league or club to lift the experience their fans have from good to great. This season we have  been involved in…

Since 2006, we’ve been involved in…

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The Fan Experience Company improve the experiences and thinking around the fan journey. The team understands the fan and they offer a wonderful, committed service in understanding the gap between what the club believes is a good experience and more importantly, what the fan wants.  They will help you to keep them coming back for more

Noel Mooney, UEFA


The Fan Experience Company and Leicestershire County Cricket Club renew partnership for 2022



With stadiums back at full capacity, clubs have to balance their need to create a great match day experience with ensuring that their fans feel safe when they visit. The good news is that it’s not an either / or.

It’s perfectly possible to have both – it just needs more focus and thought to get it right. Our white paper – written at the heart of the COVID-19 pandemic – is still incredibly relevant as it explores how to provide a great experience whilst not taking safety for granted. With the tolerance  levels of fans having changed significantly, it’s as good a time as any to make this a priority.

Our Services


Our support, data and tools can help you develop the focus and consistency needed to deliver an excellent match day experience for fans at all levels of any sport


Our award winning programmes assess the match day experience against a set of defined touchpoints, with detailed benchmarking reports that also recommend improvements


Our staff and volunteer programmes are designed to develop people to make the difference by delivering an excellent match day experience; focussing on the why as well as how


Want to get your key stakeholders engaged and enthusiastic about the match day experience and fan engagement? We have talked about what we do all over the world - call us now

When football finally re-emerges after the lockdown, we will have to focus on the fundamentals: re-engaging with fans, really listening to them and making sure the experiences that await them are going to be worth every single pound they spend. This is the Fan Experience Company's strength and there is no better partner to help you through these challenging times

Neil Doncaster, Chief Executive, SPFL


Now that fans have finally returned to stadiums, and full capacity ones at that, the match day experience is more important to them than ever. And people at clubs will make the difference.

Our 2021/22 staff training programme offers bespoke sessions for clubs, designed around their specific needs and situation. From motivational talks about the importance and benefits of providing a best-practice match day experience, through to practical ‘how to’ workshops that provide the tools and skills for staff, stewards and volunteers to do that, it’s a way to instantly improve and put your people first. 


'More than a Hub'​: A Unique Fan Engagement Learning Opportunity

If you’re considering registering for the FC Barcelona Innovation Hub ‘Fan Engagement’ Certificate as part of your professional development or simply because of an interest in the topic, please read on. I’ll tell you why you should.


Handle Me With Care

After almost 18 months without fans, we could be forgiven for believing that those fans might be seen in a whole new light on their return. But the early weeks of the season has seen a succession of poor fan experiences and club-issued apologies as many have simply reverted to type after the pandemic.

In his latest column, Mark suggests that clubs and their leaders need help right now. As one said to us ‘it’s like starting from scratch’ but maybe that’s no bad thing. If there is a good time to start from scratch, and doing it right so that fans are at the centre of the club’s strategy, it’s probably now. 

So, just how many owners and CEOs will take a walk in the fan’s shoes for a match in the next few weeks?

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© The Fan Experience Company 2021