2022/23

Supporters Direct Scotland today revealed the survey results from the final year of a three-year benchmarking study in partnership with the Scottish FA and SPFL.

Download a summary of this year’s survey results, and an overview of the main trends here:

Highlights from the survey results include:

1. The Value For Money story shows gradual improvements across the board, with responses from League Two fans significantly better than from those in the three higher divisions.
2. Ticket costs and kick-off times are the most important factors affecting attendance, but post-pandemic they have been displaced by fans’ perceptions of their relationship with their club. Transport costs have also become significantly more important to fans this year.
3. Club communications with their fans is changing – website and email for older fans, social media for younger fans, but the reach of Facebook and Twitter is limited – which platforms can clubs use to engage young fans?
4. As we returned to stadiums post-pandemic, what we look for in the Supporter Experience on matchdays is exactly the same as in previous years – a great atmosphere, a warm welcome, and fan-friendly facilities.
5. Fans’ identification with the national team has improved significantly following improved results on the pitch, leading to the men’s national team qualifying for Euro 2020 and the play-offs for World Cup 2022, and the women’s national team reaching the 2019 World Cup.
6. Clubs, the Scottish FA and the SPFL all did a good job of communicating COVID-19 restrictions and protection measures. Scottish football did a fantastic job of keeping us safe, but the pandemic has had a lasting effect on fans’ relationship with football – some identify much more closely with their clubs and the game in general, but some have disengaged from the sport.

“Over recent seasons we’ve seen gradual improvements in perceptions of Value For Money, and the efforts of clubs to improve affordability, particularly in the lower divisions, have been recognised by supporters. The cost of living crisis and the continuing impact of the pandemic have changed many supporters’ relationship with football, and we will have to work hard to reach those who have disengaged from the sport. This survey shows once again that the things fans’ want – a close connection to their club, and a great atmosphere and fan-friendly facilities on matchdays – can be delivered at any level of the pyramid, and together we can strengthen Scottish football.”

Supporters Direct Scotland chief executive Alan Russell

It is great to see this report return following its pandemic hiatus, and it offers our Member Clubs a good opportunity to look back and reflect on all the hard work they have done within their communities. This valuable insight helps our clubs to do even more for their fans and to grow the game of football for both the men’s and the women’s game. Despite the disruption brought on by the pandemic, football remains one of Scotland’s biggest vehicles for good and this report helps us to shape its future.

SPFL chief executive Neil Doncaster

As Scottish football emerges from a difficult period we are pleased to see the return of this important survey, which provides us with invaluable insight into how fans perceive Scottish football and any issues affecting their enjoyment of the game.

It is heartening to see the significant increase in supporters who are proud to support the national team. This increased engagement is evident in the significant number of sold-out matches the Men’s team enjoyed in 2022, while the Women’s National Team saw back-to back record attendances for their FIFA World Cup play-off matches.

We are fully aware of the challenges that fans face in the current economic climate and will continue to endeavour to assist with this whenever possible. In the past year we have kept ticket prices for Scotland matches lower than they were five years ago, while also allowing clubs participating in the Scottish Cup to kick-off earlier to assist with the cost of energy bills.

Scottish FA chief executive Ian Maxwell