Football campaign group Fair Game today unveiled its latest research to enable clubs to better engage with its core audience – the fans!

Understanding Effective Fan Engagement is a substantial 135-page document that provides a first team XI of recommendations based on 11 tenets, which include authentic consultation, democratic fan representation, building trust, enhancing fan experience and valuing fan participation.

Written by Mick Totten, Steve Radley and Fin Watkinson, Understanding Effective Fan Engagement is primarily targeted at assisting clubs improve their fan engagement by providing a detailed analysis across a range of scenarios looking and cause and effect as well as solutions to build fan engagement.

Its recommendations are not just for clubs, but also for the regulator and fans. The report will also be used by Fair Game and its ongoing campaign for an Independent Football Regulator, which currently has legislation progressing through Parliament after the bill was reintroduced by the new government.

Fan Engagement was also one of the four measurement pillars used in the widely publicised Fair Game Index, which was published in August.

Niall Couper, CEO of Fair Game, an organisation that represents 34 men’s professional football clubs throughout the English football pyramid, said: “Fair Game is dedicated to not just identifying the problems, but also finding the solutions.

“There is no doubt some owners can make a quick buck out of football. However, many fail, and when it comes to long-term financial sustainability of football clubs, our research has shown categorically that clubs need to create a deep and meaningful relationship with their supporters.

“This report outlines 11 tenets that can help. The report could not be better timed as the Football Governance Bill makes its way through Parliament. The Bill aims to ensure the financial sustainability of the English football pyramid. And central to being successful must be a redressing of the financial flow in the game and the importance of the fan.”

This latest report continues to add to a body of research provided by the organisation’s team of academics and experts across the football spectrum.

An executive summary of Understanding Effective Fan Engagement is also available. The full report is available via this link.