In March this year, the Premier League introduced the fan engagement standard (FES), which Brentford fully supports.
In response to the FES, Brentford has now published its Fan Engagement Plan for the 2023/24 season.
The plan outlines the club’s approach to fan engagement in more detail, including key roles and responsibilities, ways in which fans are involved in key decisions at the club and priorities for the season.
A fan engagement report will also be shared at the end of the season to report back on its work.
Brentford’s approach to fan engagement covers four key pillars: fan consultation and involvement, fan experience, fan behaviour and fan support.
These four fan engagement pillars build on the club’s unifying vision of forward-thinking football and the club’s core values: togetherness, respectful and progressive.
The club’s commitment to fan engagement is embedded in our values and throughout the club. A data-led approach is vital and that underpins our work to enhance all aspects of fan engagement.
To meet the FES guidelines, the club has also built on its existing fan consultation approach by establishing a fan advisory board (FAB) and nominating club officials.
Brentford’s FAB is co-chaired by Stuart Hatcher, chair of Bees United and Adam Hobbs, chair of BIAS. Brentford held its first FAB meeting in April 2023 and aims to hold four FAB meetings per year.
Responding to the fan engagement plan, Brentford head coach Thomas Frank commented: “I love the atmosphere our fans create at games, home and away. We have a special togetherness and a new stadium that we have made our home.
“Communication with fans is incredibly important and it is only by working together that we can continue to improve - staff, players and fans.
"I am pleased that this plan exists as it is very important that we keep listening to our fans. I know how much our players need you every matchday and I am sure there are more special moments coming.”
Sally Stephens, fan and community relations director at Brentford, shared: “Our fans really are the lifeblood of this club and everyone who works here is focused on delivering the very best experience for them.
"Key to that is listening to fans and this fan engagement plan outlines how we aim to strengthen our bond with fans by working together and continue improving this season.
“We would encourage all our fans to get involved, whether through joining a fan group, completing surveys or by contacting the club directly to provide feedback.
"The loyalty of our fans is incredible, and we are thankful to each and every one for their unwavering support.”
Delivering outstanding fan engagement is one of the club’s core business objectives and has been a key focus during Brentford’s recent history.
Brentford was owned by its supporters between 2006 and 2012, through its supporters’ trust Bees United, and today Bees United has a fans’ representative on the board and holds a ‘special share’ that gives it the right to veto the sale of the stadium unless certain conditions are met.
In reaction to the new fan engagement plan, Stuart Hatcher of Bees United said: "Uniquely within the Premier League, Bees United as the supporters' trust already has an excellent relationship with the club by virtue of having a director on the board.
"We have a great track record of working collaboratively, and challenging where necessary, to achieve the best outcomes for fans [most recently on matters such as safe standing, season ticket pricing and the move to the new stadium].
“With the publication of this plan, we welcome the opportunity to build on the excellent work undertaken to date in representing fans’ interests and to ensure the fans’ voice is heard at every level of the club."
Alongside Stuart Hatcher, Adam Hobbs of BIAS co-chairs the club’s fan advisory board. Commenting on the new plan, Hobbs said: "Strong supporter relations are the foundation of a well-run club and listening to fans on key issues is paramount.
"BIAS welcomes the publication of the club’s fan engagement plan and we look forward to our continuing participation in both the working groups and the fan advisory board."