Each season an impressive number of supporters travel up and down the country in order to support their Clubs, and the away matchday experience is an important part of fan culture, and a key element of what makes EFL’s Competitions and matchdays as vibrant and special as they are.
To seek to enhance the away matchday experience and understand more about the expectations and preferences of away supporters, in 2016/17 the EFL launched the Away Fan Experience Project. The project sees all EFL Clubs receive an assessment via a single ‘mystery’ matchday visit by a pair of experienced away supporters. The visits take place at any time throughout the season with assessments across four main touchpoints - Planning & Travel, Arrival & Welcome, Refreshments and Inside the Stadium - providing a final assessment to determine their likelihood of returning and recommending that club to other away fans.
The supporters’ feedback offers Clubs a unique insight into the quality of experience supporters have when visiting their stadiums and aims to help provide opportunities to elevate the experience for all travelling supporters. Each season three Clubs are crowned ‘Away Fan Experience Winners’ for their respective divisions.