Benefits of the SLO Role

In order for both clubs and fans to enjoy maximum benefit from the introduction of SLOs, both sides must work together. Drawing on experiences from countries that already have SLOs in place, the following potential benefits have been identified for clubs, national associations, leagues, and supporters:

• Improved relationships with fans (national team supporters’ club, national fan organisations, relevant fan groups at club level)
• Direct line of communication between clubs, national associations / leagues and supporters
• Improved dialogue between fans of different clubs, SLOs tying in with each other
• Greater insight into supporter viewpoints, scope for two-way communication between club and fans, with greater transparency on both sides
• Better conflict management and reduced violence
• Better feedback and improved decision making
• Positive impact on the matchday experience
• Financial benefits, bigger crowds, higher merchandise sales, and sponsorship revenue

The SLO role is a very cost-effective tool due to the benefits associated with the job exceeding the investment and start up costs. This is because SLOs possess intangible expertise, which is incredibly difficult to imitate, and not made be readily available in the marketplace. For example, SLOs can act as a buffer between club officials and supporters, offering a fixed point of contact for fans that may otherwise bombard the director of sport, press officer, or security officer with requests for information. For fans, they offer an opportunity to ensure their views are heard and not simply ignored. Supporters feel their needs and wants are being taken seriously, and the standing of the club among fans is enhanced. With an SLO serving as the lynchpin for cross communication between clubs and fans, the rapport between both groups will substantially improve. The SLO role was originally formed partially as a way to engage with fans not attending games to find out how the club could improve its offering to lapsed or potential new supporters. In this sense, it can be a considered an investment.

The SLO system should also lead to improved dialogue and cooperation between fans of different clubs. Discussions between SLOs before a game are an example of this, where the home SLO provides the away SLO with information on a wide variety of subjects. Fans may also take responsibility for reducing antagonism by meeting before games to discuss any potential problems and passing on relevant information to police and security officers.

Clubs should also see an improvement in the atmosphere, as the SLO can be used to communicate with supporters in all areas. The SLO can work with ultras groups to arrange choreographies, for example, or organise singing areas and ticket sales for the most loyal sections of the club’s support, etc.