Fan Engagement Index 2024/25: Exeter City lead again as new regulator era looms | OneFootball

Exeter City have once again set the standard for supporter involvement, topping the Fan Engagement Index for a record seventh season, as the football landscape prepares for the arrival of an Independent Regulator.

The Index, now in its seventh year, remains the only objective measure of fan engagement in English men’s football, ranking clubs on dialogue, governance and transparency. This year’s edition includes the National League for the first time, with Southend United impressing on their debut appearance.

Despite Premier League clubs being required to have Fan Advisory Boards, just three made the top 20: Everton, Brighton & Hove Albion and Brentford. Everton were singled out for their commitment to fan consultation during a period of transition, earning a Bronze award, while Manchester United picked up a Merit award in 22nd place.

Kevin Rye, creator of the Index and founder of Think Fan Engagement, said: “Now more than ever, clubs across the football pyramid need to do more to engage with their most important stakeholders – the fans. We’ve seen that clubs that invest in engagement, with consistent commitment from staff, owners and supporters, reap the benefits. Fan engagement is no longer a ‘nice to have’ – it’s essential.”

Gold Standard Leaders

Exeter City (230 points) once again led the way, joined on the Gold award list by Carlisle United (225) and Lincoln City (225). Silver awards went to Swansea City, Norwich City, AFC Wimbledon, Cambridge United and Doncaster Rovers. Twelve clubs achieved Bronze status, including Everton, Brighton, Brentford and National League side Southend United.

Everton CEO Angus Kinnear said moving to the new Hill Dickinson Stadium has been shaped by fans’ input: He said: “A club is strongest when it listens, involves and evolves alongside its supporters. Actively engaging with supporters will remain at the heart of our ethos as we move forward.”

Championship Leaders

Swansea City topped the Championship rankings. Their approach, underpinned by the role of a Supporter-Director since 2003, ensures fans influence decision-making across the club. CEO Tom Gorringe said the Index acts as a “valuable sounding board” for transparency and improvement:

“Community engagement is part of our club’s DNA. The Fan Engagement Index digs deeper, giving insight into how we engage supporters on a strategic level.”

Norwich City also scored highly for their supporter advisory board and daily fan interaction. Head of Supporter Engagement Elliot King stressed that the club’s approach is about “consistency and a culture of openness” rather than “ticking boxes.”

The Numbers Behind Engagement

The awards are based on points: Gold (215–240), Silver (180–210), Bronze (145–175) and Merit for an improvement of 50 points or more on the previous year.

For the 2024/25 season:

Trends and Insights

Think Fan Engagement partnered with Lane Clark & Peacock LLP (LCP) to analyse trends over the seven-year period. LCP’s Head of Fan Engagement David Millar noted that high scores are less about spending power and more about board-level commitment:

“Clubs who make open and honest communication with fans a strategic priority tend to do far better. The Football Governance Act will bring this into even sharper focus.”

Historically, Exeter City (average score 211) have been the most consistent performers, with Carlisle United, Lincoln City, AFC Wimbledon and Cambridge United rounding out the top five over the seven-year average.

The biggest improvers since 2019 include Bradford City and Bristol Rovers (both +135 points), Swansea City (+125) and Cardiff City (+110).

With the new Independent Regulator on the horizon, the message from this year’s Index is clear: fan engagement is no longer optional. Clubs that prioritise transparency, governance and meaningful dialogue are not just meeting regulatory expectations – they’re building stronger, more sustainable futures.

Full rankings are available at fanengagement.net/fan-engagement-index.