FC Business features Fulham Supporters' Trust's MoU with Fulham Football Club

The Fulham Supporters' Trust memorandum of understanding with Fulham Football Club, signed yesterday at Motspur Park, is featured in the January edition of fcbusiness magazine in article about how Fulham's structured relationship is leading the way in British supporter engagement.

Fulham FC chief executive Alistair Mackintosh offers an insight into the Club's experience of structured dialogue with the Fulham Supporters' Trust, saying:

The meetings for us are a great opportunity to find out what Fulham fans are thinking and the Trust come up with lots of ideas too. I’ve always attended, but we now have our senior non-executive director, who is a member of the Trust come, and we’ve opened it up to the Club’s management board to present ideas and discuss numerous issues, from ticketing prices, the matchday experience through to our plans for Craven Cottage. The Trust don’t mind asking the tough questions but, like a bridge well-travelled over time, what we have built is a big load of trust.

The full article, made possible after the national umbrella body of supporters' trust Supporters Direct kindly volunteered their regular spot in the magazine to showcase the Trust's partnership with Fulham FC, can be found on page 65 in issue 106 of FC Business, which is on sale now. You can read a digital edition here.

You can also read more on the history of our work furthering the interests of Fulham fans here.


Fulham Supporters' Trust signs Memorandum of Understanding with Fulham FC

The Fulham Supporters’ Trust today signed a Memorandum of Understanding (MoU) with Fulham Football Club to formalise our structured dialogue on behalf of Fulham fans, which has existed since 2014.

The MoU is the first such document signed between an English professional club and their Supporters Trust and commits both parties to share relevant information and discuss issues of mutual concern during regular meetings. It builds on the progress made since the Trust’s monthly meetings with senior Club officials were set up by Fulham FC chief executive officer Alistair Mackintosh three years ago.

The document was drawn up with the advice and guidance of Supporters Direct, the national umbrella body for Supporters’ Trusts, who have been at the forefront of developing structured dialogue and successfully secured EFL and Premier League regulations mandating meetings between clubs and recognised Trusts last season.

The Fulham Supporters’ Trust’s dialogue with Fulham FC began prior to those regulations and has been praised in a Department, Culture and Media Sport report on strengthening the links between football clubs and their supporters.

The Fulham Supporters’ Trust - like all recognised Trusts - is an independent, democratic and formally structured organisation. The Trust will always remain accountable to its members and independent of the Club, but today’s development will help the Trust to continue to make progress on key supporter issues.

Tom Greatrex, chair of the Fulham Supporters’ Trust, said: “Structured dialogue between Clubs and recognised Supporters Trusts is something Supporters’ Direct have been integral in securing in league regulations. Fortunately for the Fulham Supporters’ Trust, Fulham FC have been open to detailed, extensive, searching and sometimes challenging dialogue on a regular basis over the last three years. Signing an MoU doesn’t change that - it emphasises the value that independent, democratic and representative supporters’ organisations can bring in helping Clubs not only develop good relationships with their fans, but make decisions that take into account the supporter perspective. It doesn’t mean we will always agree, but will help ensure the dialogue happens in a structured, professional and respectful way. That the Club have become the first to sign such an MoU demonstrates, I believe, their confidence in the relationship with the Trust that we have both worked hard on and their commitment to being as responsive as possible to supporter views and priorities.”

Alistair Mackintosh, chief executive of Fulham FC, added: ‘We were keen to formalise an increase in the frequency of meetings with the Fulham Supporters Trust as their robust questioning continually makes us think and they provide a representative, educated soundboard for our own initiatives. As custodians of Craven Cottage and our remarkable football Club, we share goals of sustainability and success.’ 

Ashley Brown, chief executive of Supporters Direct, commented: ‘Having formal structured dialogue between supporters and clubs is critical as it allows challenging issues to be met head on, not avoided or advanced without proper consultation. That builds trust and sets the tone for supporter engagement. Supporters Direct have followed the progress of structured dialogue at Fulham with keen interest for some time and this memorandum of understanding takes this a step further and we praise Fulham Football Club and the Fulham Supporters’ Trust for their pioneering approach’.

Trust asks Fulham fans to 'bring a pound to the ground' and support the Fulham Foundation

The Fulham Supporters' Trust is asking Fulham fans to support the work of the Fulham FC Foundation on their charity matchday at Craven Cottage this afternoon by bringing a pound to the ground to support the Foundation's award-winning work.

The Trust have worked with the Foundation on a number of innovative projects over the last few years, including their FanActiv fitness programme, the Walking Football initiatives that supporters will have seen displayed at half time on the pitch at the Craven Cottage and the 'Fulham Memories' project championed by George Cohen.

The Foundation's work includes running highly commended programmes for supporters and youngsters with disabilities. Trust communications officer Dan Crawford said: 'I have personal experience of how the Fulham Foundation's work with disabled fans helps boost our confidence in a wonderful environment close to the football club we all love. The Foundation depends on the generous donations it receives from Fulham fans - so I would like to urge all Fulham supporters to bring at least a pound to the ground today ahead of this afternoon's game against Birmingham City'.

The following is a message to Fulham Supporters' Trust members from the Fulham FC Foundation:

 For more than ten years, Fulham Football Club Foundation (FFCF) has delivered pioneering disability programmes in the community and today we’re raising vital funds to support our Fulham Badgers, Active Autism and Inclusive Champions programmes.

FFCF’s Official Charity Matchday is on Saturday 9th December when the Whites host Birmingham City at home, KO 3pm. For supporters attending the match, FFCF has just one ask: Bring £1 to the ground. Volunteers will be collecting donations in and outside of the ground pre-match. Can't make the match? Supporting the cause has never been easier.

If you can't make the match or haven't got £1 to hand, you can text FFCF09 £1 to 70070 or donate online here.

From everyone at Fulham FC Foundation and Fulham Football Club, thank you for your support!


For more than ten years, Fulham Football Club Foundation (FFCF) has delivered pioneering disability programmes in the community and on 9th December, we’re raising vital funds to support our Fulham Badgers, Active Autism and Inclusive Champions programmes.


FFCF’s Official Charity Matchday is on Saturday 9th December when the Whites host Birmingham City at home, KO 3pm. For supporters attending the match, FFCF has just one ask: Bring £1 to the ground. Volunteers will be collecting donations in and outside of the ground pre-match. Can't make the match? Supporting the cause has never been easier: 


Last chance to get your tickets for Trust evening with Micky Adams

The Fulham Supporters' Trust has a few final tickets for our special question and answer evening with Fulham cult hero Micky Adams on Thursday 30 November at Craven Cottage.

Tickets for this special event, which will include a complimentary drink and the chance to get a signed copy of Micky's recently released autobiography, are priced at £20. The evening, staged in the McBride's bar at the Cottage, will get underway at 7.30pm and will give Fulham fans to hear the architecht of that famous 1996/97 promotion season talk about memories from playing and managing Fulham whilst in conversation with Trust chair Tom Greatrex.

The last few tickets are available to purchase here, but we would advise supporters interested in attending to purchase as soon as possible, with sales due to close.


Notes from November meeting with Fulham Football Club

On Tuesday 14 November 2017, Dan Crawford, Mike Gregg and Gerry Pimm of the Fulham Supporters’ Trust met with Alistair Mackintosh (AM, Chief Executive Officer), Casper Stylsvig (CS, Chief Revenue Officer), Carmelo Mifsud (CM, Media Relations Officer) and David Daly (DD, Non-Executive Director) of Fulham Football Club at Motspur Park as part of the Trust’s ongoing structured dialogue with the Club.

The Trust representatives opened the meeting by asking about the recent departure of Fulham Football Club’s former assistant director of football operations and head of statistical research and the reports that followed in the national press. AM replied that the details of Mr. Kline’s departure would need to remain confidential, although he would try to answer as many of the questions as the Trust and supporters had put to the Club in as much detail as possible.

AM confirmed that, since Tony Khan had been appointed as the Club’s director of football operations last spring, Fulham’s recruitment and transfer policy had been closely aligned to analytics following the ‘two boxes ticked’ approach that has been discussed at these meetings previously. AM reiterated that both conventional scouting and data analysis play a part in drawing up a list of around 20 plus players per position that form the initial basis of the Club’s recruitment strategy. AM commented that, given that there are financial inputs as well as the opinion of the head coach Slavisa Jokanovic to be considered prior to the signing of a player, he prefers describing this as a ‘four boxes ticked system’.

In response to questions from the Trust, AM confirmed that both data and scouting approval of a target would be required into order to commence recruitment. In the event that a potential signing did not feature on the Club’s statistical database, the system was flexible enough to allow for the Club to request scouting reports and further analysis on a player.  AM offered the example of the signing of Stefan Johansen, for whom comprehensive SPL analytical data was not available last summer, to illustrate how the process worked in practice.

AM confirmed that, following Mr. Kline’s departure, James Lovell, who has fulfilled the first team analyst role at the Club since 2011 following his recruitment from Wolverhampton Wanderers, had been appointed as an interim assistant director of football operations and head of statistical analysis. Mr. Lovell is a popular member of the Club’s staff who works with the first-team coaching staff on a daily basis and will continue in this role for the foreseeable future. In response to questions from the Trust, AM said that the Club regularly reviews its transfer and recruitment policy and confirmed that Tony Khan would continue in his current role working alongside Mr. Lovell, Brian Talbot and Slavisa Jokanovic as the Club prepared for the January transfer window.

AM also confirmed that the Club has introduced a recommendation that they should not sign outfield players over the age of 28 except at Tony Khan’s discretion, where it was felt that they would add immediate value to the first-team squad. He also confirmed that, since the summer transfer window, Danny Talbot had joined the Club as one of several senior Club scouts reporting to Brian Talbot, although it was inaccurate to describe him as the Club’s new head of European Scouting as some press reporting had done.

The Trust representatives commented that the Fulham fans had been greatly concerned by the reports of disharmony that followed Mr. Kline’s departure and that some of the reporting raised concerns about governance. AM acknowledged that this had been a difficult period for the Club, but that period is now over and he hoped Fulham and the first-team could move forward without any further distractions. 

Following previous discussions between the Trust, the Club and the football authorities around structured dialogue, the Trust representatives presented Supporters Direct’s recently published ‘Engage’ document on best practice between Clubs and their supporters. The document featured Fulham Football Club’s current dialogue with the Fulham Supporters’ Trust in a case study as one of the most successful in British football. AM, DD and CS all spoke about the benefits that the current structured dialogue had delivered for the Club and the Trust representatives expressed their view that these meetings had become a useful forum for the fans to table issues of concern and request further information. It was noted that the regularity of these meetings, the attendance of senior Club officials and the items discussed within them went well beyond the minimum requirements specified by the EFL regulations and both parties agreed to discuss formalising this dialogue at their earliest possible convenience.

The Trust representatives offered feedback from our members and the Fulham fans following the two consultation events held at Craven Cottage about the Club’s plans to redevelop the Riverside Stand. In the Trust’s view, the fans welcomed the opportunity to be given further insight into the Club’s proposals and supporters were in favour of the new plans put together by local architects Populous.

The Trust raised concerns expressed by supporters about the tightness of the proposed schedule of works should the plans be approved by Hammersmith and Fulham Council as well as the impact on existing Riverside Stand season ticket holders, who would need to be relocated whilst the new stand was constructed. Many Trust members and Fulham supporters had also offered comments on the type of facilities that should located within the new Stand and it was agreed that the Trust would summarise these suggestions in a briefing document.

AM confirmed that the Club were planning to formally submit their application to Hammersmith and Fulham Council next week and remained confident that a decision would be reached by the local authority prior to the purdah period before the 2018 local elections. The Club felt that the consultation was very well-attended, and that preliminary analysis of the feedback submitted both in person and online suggested that the vast majority of Fulham fans and local residents supported the proposals.

The Trust thanked the Club for their assistance in facilitating the supporters’ evening with former Fulham player and manager Micky Adams to be hosted in McBride’s at Craven Cottage on Thursday 30 November.
CM and DD confirmed that Micky Adams and several members of the 1996/97 Division Three promotion winning side would be guests of the Club at the forthcoming home fixture with Derby County on Saturday 18 November. CM further revealed that Adams would be signing copies of his recently released autobiography in the Stadium Store on Stevenage Road prior to kick off and that Adams and the players would be presented to supporters on the pitch at half-time.

DD revealed that the Club planned to invite a number of former Fulham players to forthcoming home fixtures and that details would be announced shortly.

The Trust raised the relocation of Johnny Haynes’ England shirt from the Johnny Haynes longue, where it had been temporarily placed towards the end of last season, to a place where Fulham fans could more easily view it on a regular basis. It was agreed that the most appropriate location would be in the ticket office on Stevenage Road and the Club undertook to begin the feasibility and moving process as soon as possible.

The Trust representatives shared some feedback from fans on the recently refurbished Stadium Store in Stevenage Road. Both AM and CS stated that the Club had been pleased by the reaction of supporters to the reopening of the store and reported that there had been significantly higher sales receipts when compared with last October. CS also drew supporters’ attention to a number of new lines in the shop and confirmed that a set of new ranges were due to be unveiled before Christmas. CS also commented that the retail section on the Club’s website had been redesigned to provide an easier viewing and purchasing expe      rience – and that the Club would welcome feedback on these changes.

The Trust representatives raised the continuing popularity of the Club’s heritage, retro kit ranges and historical items amongst the Fulham fans. The Trust also passed on suggestions from our members about potential additions to these lines as well as further merchandise that could be considered and it was agreed that these would be discussed at a special meeting to be convened between Club officials and Trust board representatives.

The Trust thanked the Club for arranging free coach travel to forthcoming fixtures, but commented that the coaches laid on for this month’s away match at Sheffield United had been announced after many supporters had already purchased train tickets. CS, CM and AM noted these concerns and confirmed that the Club were in talks with their main sponsor about further free coach travel options.

The Trust also raised the difficulties experienced by a number of supporters both before, during and after the recent away fixture at Wolverhampton Wanderers. Many Fulham fans were left with unrefundable travel tickets following the moving of this fixture to a Friday night by Sky Sports, whilst disabled and mobility-impaired supporters were greatly inconvenienced by the failure of Wolves’ stewards to direct them to a lift instead of the stairs up to the Stan Cullis stand at Molineux. This issue was raised with the Wolves disabled supporter liaison officer immediately by the Trust representatives in attendance – and was rectified closer to kick off.

Following the final whistle, Fulham fans emerging from Molineux to board the away coaches back to London found that they had been moved away from the established drop-off and pick-up point to the other side of the ring road. Wolves subsequently suggested that an announcement had been made over the public address system during the game, but neither the Wolves stewards nor the local or Metropolitan Police appeared aware of the change.

The Trust had subsequently made Wolves, the EFL and the police aware of the impact this lack of communication had on Fulham supporters and the Club communicated its disappointment. The Trust representatives also pointed out the supporter liaison officer case studies included in the afore mentioned Supporters Direct Engage documentation and it was agreed that the Trust should meet with members of Fulham’s supporter relations team to discuss how best practice can be best implemented.

CS confirmed that the Club were still undertaking a scheme work designed to improve the matchday experience for home fans at Craven Cottage. Following on from previous discussions on this topic, he revealed that the Club had been in discussions with Carlsberg about providing more promotions ahead of kick off and had ensured that the main Riverside bar now remained open for longer following the final whistle.

The Club also shared with the Trust representatives a recently commissioned report on the matchday atmosphere and acoustics at Craven Cottage, which the Trust undertook to share with our members and Fulham fans as soon as possible. The Trust shared a number of suggestions from supporters designed to improve the matchday atmosphere and experience and both parties agreed to further this discussion through separate meetings to be arranged as soon as possible.

The meeting closed at 12.36pm