ENGAGE! How clubs can win with football supporters (2015)

Many of today’s most successful clubs and particularly the longest established clubs have their origins in community organisations and enterprises such as churches, social clubs or factories. The vast majority of football clubs emerged from their formative years with names shared with towns, cities or areas of cities, and as such came to fulfil something of a representation role for large numbers of citizens from urban neighbourhoods.

While football in some countries retained this traditional member club structure, as interest in the game grew and better facilities were needed to be built and financed, many British clubs adopted the structure of private limited liability companies. Although typically the change in club structure was motivated by a desire to protect the founders and officers of the clubs from personal liability, it had the effect of creating shareholders who had greater power and influence than their fellow supporters, changing the dynamic of these clubs.

Although at most clubs legal ownership has passed to a smaller number of investors, supporters are often seen as the moral owners of clubs, with far greater connection, commitment and advocacy than people have with other businesses.

This guidance document, created by Supporters Direct in 2015, provides clubs with an overview of best practice methods of engaging their supporters.