SUPPORTER & COMMUNITY ENGAGEMENT POLICY
1. Introduction and scope
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London City Lionesses is committed to building an authentic, lasting relationship with our fans
and local community.
This Policy sets out the standards we expect of all staff in their engagement with fans and the
community and explains the ways in which we will deliver that engagement.
We believe great clubs are built on great fans. We are excited to grow a community of supporters
who will be part of our journey, and we are committed to delivering the highest standards in the
products and services they receive — with transparency at the heart of everything we do.
This Policy will be updated each season.
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2. Our Core Principles
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To ensure our supporters remain at the forefront of our thinking, and that everyone we deal with
receives a consistently excellent level of service, we have created the below set of core principles
that set the minimum standards of service expected:
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• Lead with a supporter centric approach
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When reviewing or designing a process or customer/supporter journey, we always start with
the supporter in mind. We believe that improvements should not be constrained by existing
systems or the current status quo. By starting with the desired outcome and working
backwards, we are more likely to identify clear, practical steps to achieve it. If an existing
process does not put our supporters first, we will rethink it from scratch.
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• Empower staff to make the right choices for our supporters
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All staff are empowered to make the right choices for supporters. We will ensure that training
and processes give teams the confidence and authority to act in our supporters’ best
interests.
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• Provide quality products and services
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All our staff should be knowledgeable about the products and services relevant to their role
and should deliver every interaction to the highest standard. Where staff identify that
products or services are not meeting the required standard, they are encouraged to be
proactive and raise this with their line managers.
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• Be transparent in our communication
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Sometimes things go wrong — and that’s OK. What matters is accepting responsibility and
addressing the outcome promptly. Whether the issue is internal or external, we will deal with
it, then feed back to the relevant parties and implement changes to minimise the risk of
recurrence. When we support one another as a team, we are far more likely to build lasting
trust with fans and colleagues alike.
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• Be consistent in our delivery
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Every person we deal with — whether a colleague, customer, or supporter — deserves the
same high level of service. We will use data and KPIs to monitor whether standards are being
maintained and take prompt steps to address any shortfalls.
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• Respect each other
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We treat everyone with courtesy and respect. Not everyone will always respond in kind, but if
we consistently act with professionalism and courtesy, we can be confident we have done
the right thing.
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3. Why is it important?
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We want to be the best. What sets an exceptional experience apart from a standard one is how it
makes you feel. Powerful moments create lasting memories, and we want everyone who engages
with London City Lionesses to remember their own unique journey — to talk about it and share it
with others. That word-of-mouth advocacy will drive the organic growth we need to succeed long
into the future.
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4. How Do We Want our Supporters to Feel?
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They trust us
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As custodians of this great club, supporters need to feel confident that we always make choices
that are right for the club’s long-term growth and sustainability, with supporters at the centre of
our decision-making. We instil that confidence by consistently demonstrating the club's
commitment to excellence, both on and off the pitch. We build trust through transparent
communication, by engaging supporters on important off-pitch decisions, and by delivering
exceptional matchday service — balancing revenue considerations with affordability. We are in
this for the long haul.
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They’re passionate
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They see the passion on the pitch, and off the pitch we deliver experiences that ignite a hunger
for the game and fuel support for London City Lionesses. In practice, this means organising fan-
led events, creating opportunities for our supporters to connect as a community on matchday
and beyond, and developing interactive activities and player appearances that build a vibrant
atmosphere.
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They’re delighted
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We deliver unexpected moments of delight that go beyond our supporters’ expectations. In
practice, we recognise and celebrate the milestones that matter to them, offer genuine thanks to
let them know they are appreciated, and surprise them with thoughtful gestures that show we
understand what is important to them.
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5. If we get it wrong
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We acknowledge that whilst we are on this journey of improvement, we may not always get it
right. When that happens, we are committed to resolving any complaints quickly and efficiently.
In person: If you are a supporter on a matchday and have a complaint, please speak to a member
of LCL staff or a steward (both identifiable by their uniforms).
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Online: Complaints can be submitted via the contact form on our website at
https://www.londoncitylionesses.com/contact-us.
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We will never stop striving to improve the experience we offer to our supporters. We will listen to
and act on feedback. To help embed this Policy, we have developed an action plan that will enable
us to evolve over the coming seasons.
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6. We’re listening
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To ensure we continue to learn and provide the products and services our supporters want, we
are dedicated to giving supporters and our local community easy and accessible ways to share
feedback on their experiences:
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• In December 2024, we commissioned research to understand the needs of our current
and potential future fans. The findings of this survey are informing our matchday
experience and fan communication strategies.
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• QR codes are available on matchdays, allowing fans to provide instant feedback on their
experiences. We use this information in collaboration with Bromley FC and other service
partners to continuously improve the matchday experience.
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• We use a matchday experience survey, giving fans the opportunity to share their feedback
after each home game.
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• In the 2024/2025 season, we improved the ways in which fans can contact us with
enquiries and complaints, by enhancing our communication channels and implementing
a new complaints process.
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• For the 26/27 season, we are increasing opportunities for fans to attend fan forums and
working groups, and to apply to join the LCL Fan Advisory Board, working together to grow
a footballing community to be proud of.
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• From the 27/28 season, the LCL Fan Advisory Board will give fans the opportunity to meet
directly with the LCL leadership team. We will commit to a minimum of two meetings per
year, with ad hoc focus groups or subgroups as needed. Details of how to get involved
will be published through our channels in summer 2027.
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• We will work with the FSA to support our fans in establishing an Independent Supporters
Group.
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• We will provide regular updates to our local community on our training ground
redevelopment and will hold consultation evenings.
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7. Working together
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• Collaborating with key stakeholders is central to helping LCL grow a dedicated fanbase
that shares and reflects our values. Working with the community and industry specialists
helps us understand how to build relationships with our fans grounded in trust and
respect.
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• There are a wide range of community groups that promote the benefits sport brings to
health and wellbeing. We are dedicated to working with them to understand how we can
support women and girls to get active. We will continue to review our partnerships to
maximise exposure and encourage participation.
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• Learning from those already offering exceptional fan experiences, we will continue to
work with the FSA and other clubs in the WSL, sharing best practice and finding ways to
deliver the most up-to-date and innovative experiences as we grow.
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• As we grow, we are committed to recognising the effort and dedication of all of our
supporters. Equity, diversity and inclusion remain a high priority, and from the 26/27
season, we are introducing affiliated fan groups that represent and celebrate our fanbase.