A survey of nearly 8,000 West Ham fans give feedback on how to improve the matchday experience at London Stadium ahead of the 2025/26 season.
Concerned fans are warned that that the traditional fanbase is rapidly declining, with many long-time fans abandoning their season tickets. This trend threatens the club’s future, prompting urgent action.
To address this, Hammers United, in collaboration with other fan groups and West Ham’s social media community, has launched an independent survey, hosted by the FSA, to gather fans’ views and suggestions.
The goal was to collect at least 6,000 responses to create a strong mandate for presenting recommendations to the club, aiming to retain existing fans and bring back those who have stopped attending.
West Ham United Supporters Matchday Experience Survey July 2025 Update
Executive Summary
We aimed for a survey that would be supported by match going fans, and are pleased to note that nearly 8000 supporters participated. We would like to thank each and every one of you.
Around 62% of respondents are current Season Ticket holders. More than 50% of respondents attended 15 or more home games per season, while 95% attended some home games in a season.
One particularly interesting point to note was that 54% of respondents were not Season Ticket Holders in the last season at the Boleyn Ground. This suggests there is a sizable number of supporters whose criticism of the London Stadium is not necessarily based on a simple comparison between the two venues. This should be a major cause of concern insofar as the London Stadium appears to have failed to meet the expectations of those who were willing to give the new ground a try, while at the same time meeting the expectations of those who wish we had stayed in E13.
The results of this survey identify the root causes of the ever growing dissatisfaction among West Ham fans with the matchday experience at the London Stadium. Of equal importance, this survey calls attention to the aspirations of West Ham fans.
The expectation is that this should serve as the catalyst for the Fan Advisory Board (FAB) to work towards improving the matchday experience, which has the potential to be hugely beneficial for both the Club and its loyal supporters.
Key Learnings
1: Atmosphere is a Major Concern
71% rated the London Stadium atmosphere as ‘poor or ‘very poor’.
95% said the atmosphere was worse than the Boleyn Ground.
Only 1.83% said the atmosphere was better than the Boleyn Ground.
82% believe the atmosphere is below average or one of the worst in the Premier League.
2: Top Reasons for Poor Atmosphere
Stadium layout/distance from pitch – 85%
Too many tourists/non-regulars – 72%
Lack of tradition/identity – 62%
Lack of cohesive groups – 53%
Over-policing of singing/standing – 37%
No designated singing sections – 40%
Overzealous stewarding/policing – 40%
3: Desire for Change
72% have considered no longer attending due to the poor atmosphere.
80% support the creation of a designated singing/standing section.
77% support the creation of a dedicated family section.
74% want continued support for fan-led displays/ banners.
Over half want physical barriers between home/away fans removed or changed.
4: Fan Identity and Legacy are Being Lost
69% of fans who gave up their season tickets cited lack of identity, atmosphere or tradition.
69% cited stadium lay out/distance from pitch.
64% cited matchday experience.
Of all the statistical evidence that the survey has produced, one item stands head and shoulders above all others: Only 19% of respondents cited Poor Team Performances being responsible for their dissatisfaction.
While this may highlight the supreme loyalty of West Ham fans, which in itself could be perceived as a positive, in the context of overwhelming negativity that the survey has highlighted, performances on the pitch could be the last domino to fall. The Club would be well advised not to underestimate this very real threat facing its fanbase, and should focus on the 71% majority of fans who have, perhaps, not yet succumbed to the dire underperformance on the pitch.
Key Recommendations
The following Key Recommendations cover a multitude of possibilities which, to a greater or lesser degree, will require some changes to the London Stadium itself. But what must be kept at the forefront of all thinking is the simple fact that it is only genuine West Ham fans who will generate a fantastic atmosphere.
Therefore it is critical that both the recommended changes to the London Stadium, and the protection of the core West Ham United fanbase are given equal consideration.
1: Create a designated singing/standing section in Lower Bobby Moore/Sir Trevor Brooking Stands.
2: Ensure safe standing and sympathetic stewarding.
3: Create a designated Family Section.
4: Facilitate Group Seating & Relocations:
5: Introduce a relocation window prioritising atmosphere-building groups.
Offer digital tools to help groups coordinate relocations..
6: Address the Wall: Replace with netting or perspex, or remove completely.
7: Create more organic rivalry and energy between fans.
8: Segment Tourist/Neutral Seating: Create a separate area for occasional/tourist fans.
9: Financially support fan-led displays: tifos, banners, flags.
10: Promote fan culture and pride in the club’s legacy.
11: Change stewarding approach: Train and encourage stewards to support rather than suppress atmosphere.
12: Stop aggressive over-policing of standing/singing in vocal areas.
13:. Celebrate Club Identity: Reintroduce Boleyn-style traditions: music, legends, chants. Visibly honour the club’s East End roots.
14. Trial Women’s Games & Other Events: Run WSL matches at the London Stadium with cheap pricing and atmosphere-focused marketing.
15: Improve club cash facility: The survey shows that 75% would prefer Ticket Exchange refunds to be paid in cash direct to their bank account. This will result in more fans using Ticket Exchange and more tickets being sold to other West Ham fans.
It must be made clear that the Key Recommendations is not an exhaustive list, nor is any one of the recommendations a substitute for the need to improve the stadium layout, and in particular the need to get seats nearer to the pitch.
We remember David Gold’s, as yet unfulfilled, promise that seats at the London Stadium would not be further from the pitch than those at the Boleyn Ground. And we note that 85% of respondents cite the distance from the pitch as being the main reason for the poor atmosphere.
Recommendations for the Fan Advisory Board
1: Restore Atmosphere & Unity:
Rebuild the matchday identity by connecting vocal fans and celebrating traditions
Create a central singing & standing section (e.g. Bobby Moore Stand lower).
Trial relaxed stewarding to allow safe standing and active support.
Position West Ham as a leader in fan-focused stadium atmosphere improvements in the Premier League
2: Address the Seating & Ticketing Policies:
Increase season ticket retention by solving relocation frustration and segmenting audiences.
Prioritise group relocations for families/friends.
Improve clarity and transparency around ticketing, renewal, and relocation options.
Solve the “single seat” issue with block allocations and smarter seat offers.
3: Rebuild Club Identity:
Celebrate West Ham heritage and the Boleyn Ground through visuals, media, and concourse design.
Institutionalise fan-created tifo displays and supporter-led banners as part of matchday routines.
Integrate local fan history into matchday programmes and stadium culture.
4: Integrate the Women’s Team:
Host 1–2 West Ham Women matches annually at the London Stadium, with 52% in favour.
Use these fixtures to engage families, young fans, and schools, broadening the fanbase.
5: Modernise Resale & Refund Systems:
Allow cash refunds on Ticket Exchange (preferred by 75%).
Increase user control and communication around resale timing and pricing.
Conclusion
At the moment the London Stadium feels like the place where West Ham United play visiting teams.
If we are to make the London Stadium our Home, we must reignite the West Ham spirit.
Supporters have spoken clearly. Now their words must be taken seriously, and acted upon.
They want identity, community, and authentic football culture restored, maintained and enhanced at the London Stadium.
The FAB now has both the mandate and the evidence to make this a reality.
