Meeting Summary: Ticket Exchange Meeting with Fan Advisory Board
Following the first Fan Advisory Board meeting on 11 September 2024, an action was taken for the Club to invite Supporter Representatives to a meeting where information would be shared in relation to the Club’s Ticket Exchange. At this meeting, Supporter Representatives asked specific questions related to Club ticketing policies, and the Club responded to ideas and suggested presented in a detailed document, prepared by supporters and endorsed by Supporter Representatives. The Club acknowledged concerns raised and committed to reviewing several policies to enhance fairness, flexibility, and transparency in ticketing operations.
Date: February 13, 2025 Time: 18:00–20:00 Location: Online (Microsoft Teams)
Supporter Representatives:
Andy Payne (Hammers United and FAB Co-Chair)
Austin Gigg (Junior Supporters Board)
Cathy Bayford (Disabled Supporters Association)
James Brown (Claret Member)
Mark Inskipp (attending on behalf of Kevin Hind, West Ham United Supporters Trust
Martine Dodwell-Bennett (Bondholders Committee) – present for part of meeting
Maurice Birnbaum (Away Scheme Member) – present for part of meeting
Mike Field (Old School Hammers) – present for part of meeting
Peter Tyler (Co-Chair, West Ham Women’s Supporters Board)
Scotty Burkhart (Overseas Supporters Rep) – present for part of meeting
Club Representatives:
Nicola Keye, Director of Ticketing, Executive Director of the Women’s Team
Catherine Smith, Head of Supporter Services and Fan Engagement
David Chaplin, Head of MarComms Operations
Jason Callaghan, Senior Ticketing Manager
Ryan Joy, Deputy Ticketing Manager
Apologies:
Apu Vyas (Inclusive Irons)
Jo Bailey (Pride of Irons)
Paul Christmas (West Ham Official Supporters Club)
Agenda:
Club Response to fan-created documents (20 minutes)
Overview of current process for Ticket Exchange (10 minutes)
Supporter Representative Questions (60 minutes)
Can the Club tell a Supporter how much they will receive if their ticket sells?
How does the Club price the resale value of tickets placed on the platform and what do they take by way of commission?
Can West Ham offer a cash refund on resold tickets? Can Club Cash be used towards Cup tickets?
How and when is the Ticket Exchange opened?
Can Claret Members list their tickets on the Ticket Exchange?
Why can’t ST holders relist as soon as the fixture dates and times confirmed?
How does the Club track frequency and usage of the Ticket Exchange and Ticket Forwarding? What happens to supporters if they do not list or forward their ticket?
What can the Club do to encourage more supporters to list or forward their tickets?
AOB (30 mins)
Claret Members: availability and location of tickets
Away Scheme and new Premier League rules –
MOVED TO AGENDA POINT One
Evolution of the Away Scheme and new Premier League Rules
The Club reaffirmed a commitment to maintain the Away Scheme Membership and shared details of a trial intended to run at the last three away fixtures of the season
The Club explained that Supporters on the scheme would be notified via email of when their priority ticket period is open. Away Scheme members would then view the away seating plan online, choosing specific seats up to a maximum group size of six tickets per booking and make payment online for tickets
The Club also shared that in the current system, if a payment card is declined, this counts as a penalty. In the proposed format, Away Scheme Members make payment online, so if the card declines, they can attempt with an alternative card in the booking period without facing an automatic miss
The Club confirmed Away Scheme Members would still be able to miss up to three away Premier League fixtures during the season without penalty
Supporter Representatives asked the Club to consider how the system can be as convenient and easy to understand as possible. The Club confirmed that this would be a trial, and it did reflect how Away Scheme Members purchased tickets for previous European fixtures and home matchday tickets are currently purchased
Supporter Representatives asked if the process would be the same for supporters with accessible needs. The Club confirmed disabled supporters should still contact the Access team
Supporter Representatives asked whether it is possible for supporters to transfer to resell their tickets. The Club confirmed away tickets are strictly non-transferable
The Club shared details of new Premier League rules to be introduced in the 2026/27 season. The rules will make digital tickets a mandatory requirement and Clubs are responsible for ensuring all tickets are assigned to the specific individual supporters who are attending the match
The Club confirmed direct communications would be sent to Away Scheme Members with more details including a survey to collect feedback following the proposed trial.
The Clubstated that the results of the trial, and associated supporter feedback, would be shared with Supporter Representatives before any permanent changes are made.
Club Response to Fan-Created documents
The Club acknowledged a series of detailed documents presented by Supporter Representatives which offered feedback and suggestion on Club ticketing policies. The Clue stated specific information requested by supporters was confidential [1] , commercially sensitive and would not be shared publicly, but that the Club had investigated each suggestion in detail in the context of the 2025/26 season:
Suggestion: Ensure a discount for Season Ticket Holders compared to match-by-match purchasing:
The Club confirmed that pricing is designed to provide Season Ticket Holders with a discount over the season when comparing like-for-like seats on a match-by-match basis for Premier League fixtures. The Club confirmed they would communicate this Season Ticket Holder benefit
Supporter Representatives offered to share detail of where this did not appear to be the case. The Club requested sight of these examples. Suggestion: Implement uniform concessionary discounts across the Stadium:
The Club confirmed the concessionary policy is under review for the 2025/26 season
The Club explained that there are large variations in concessionary prices across the Stadium and a phased approach would need to be considered to reach a uniform discount
Suggestion: Review the relocation process to reward loyalty:
The Club confirmed the relocation policy is under review for the 2025/26 season
Supporter Representatives asked the Club if there could be an option for supporters to put a 'deposit' on their seat and pay at the end of the renewal window. The Club confirmed there is not an option for a deposit for the 2025/26 season, but that the Club does offer flexible payment terms through V12 finance Suggestion: Enforce the minimum ticket use policy as per the Terms and Conditions:
The Club confirmed they were monitoring use of tickets and contacting supporters if they did not list or forward their ticket
The Club confirmed they would make Supporter Representatives aware when the minimum use policy began to be enforced
Suggestion: Prevent concession ticket abuse:
The Club confirmed that concession ticket abuse is actively monitored, and shared examples of how, including ticket checks, checks at turnstiles and direct contact with supporters
Suggestion: Reduce the number of match categories:
The Club confirmed they were not looking to change the number of match categories for the 2025-26 season and shared an intention to have a minimum of two category C fixtures, two ‘Kids for a Quid’ fixtures and no more than two AA fixtures each season
Suggestion: Create fewer price bands in London Stadium:
The Club stated there were no plans to change the number of price bands for the 2025/26 season, and that it would continue to be important to offer a broad choice to supporters. It was agreed this would be kept under review
Suggestion: Provide more flexibility for Season Ticket Holders if they want to relocate mid-season or purchase more tickets:
The Club confirmed it would always review requests from supporters on a case-by-case basis, and encourage any supporter to contact the Ticket Office if they wanted to discuss their options during the season
Suggestion: Information about the return and distribution should be no more than two clicks away from the home page:
The Club confirmed all information related to the return and distribution of tickets is found under Ticketing > Ticket Exchange, accessed via the Club website homepage in one click
Suggestion: Offer the Ticket Exchange to Claret Members:
The Club stated that Season Ticket holders, at the point they renew or purchase their ticket, may not be able to attend all 19 Premier League home fixtures. The Ticket Exchange has been designed to offer a solution to this.
The Club confirmed there are no plans to extend the Ticket Exchange to Claret Members for the 2025/26 season. Members purchase tickets at the point each fixture goes on onsale and therefore much closer to the fixture date. Supporter Representatives did note that fixture dates can still change after the tickets are on sale to Claret Members
Suggestion: The Ticket Exchange should be open at least four weeks before a fixture, or at the point a game is sold out, whichever is soonest:
The Club confirmed that the Ticket Exchange is open at the point the game is close to selling out.
The Club shared additional, context [2] on the Ticket Exchange. Regardless of the date the Ticket Exchange goes onsale, daily analysis shows that the Ticket Exchange is consistently busiest in the ten days leading up to a fixture.
The Club also confirmed that over 50% of season ticket holders have used the Ticket Exchange this season, indicating increased engagement with the system
The Club shared analysis with Supporter Representatives that showed when supporters list their tickets, and the impact of proactive messaging on use of the Ticket Exchange.
The Club stated that if a supporter lists their ticket more than ten days before a fixture, it is highly likely to sell, but this is dependent on supporter demand
Supporter Representatives commented that sometimes this messaging can be excessive and create pressure to list, even if a supporter is planning to attend a fixture. The Club agreed to consider the language and tone of proactive messaging
Suggestion: Let supporters know how much they Club Cash they will earn from listing their ticket:
The Club confirmed a table could be published ahead of each fixture confirming what a supporter selling their ticket could receive if their ticket sells Supporter Representatives commented that this would best to include in direct emails to supporters at the point the Ticket Exchange goes live. It was agreed this action would be taken for the 2025/26 season
Suggestion: Club Cash to be refunded to supporters
The Club confirmed there were no immediate plans to change the Club Cash process Supporter Representatives asked the Club to review and reconsider, noting that West Ham are the only Premier League club not to offer any form of cash discount and asking for a specific focus on a reconsideration of the Club Cash expiry policy.. The Club noted that West Ham United’s approach to ticketing differs from other clubs due to the high percentage of Season Ticket Holders. It was agreed this would be kept under review
Supporter Representative Questions
Can the Club tell a Supporter how much they will receive if their ticket sells? Covered in agenda point 2
How does the Club price the resale value of tickets placed on the platform and what do they take by way of commission?
The Club confirmed that the pricing of seats listed on Ticket Exchange is based on the Season Ticket price, the price band and the category of the fixture. A supporter receives this value, minus a 10% administration charge which covers the costs of the platforms used to facilitate ticket exchanges
Can West Ham offer a cash refund on resold tickets? Can Club Cash be used towards Cup tickets?
Covered in agenda point 2
How and when is the Ticket Exchange opened? Covered in agenda point 2
Can Claret Members list their tickets on the Ticket Exchange? Covered in agenda point 2
Why can’t Season Ticket Holders relist as soon as the fixture dates and times confirmed?
The Club confirmed a strict selling order is followed for each fixture. The Ticket Exchange is only activated once this selling order has been completed and a fixture is close to selling out
How does the Club track frequency and usage of the Ticket Exchange and Ticket Forwarding? What happens to supporters if they do not list or forward their ticket?
The Club confirmed use of the Ticket Exchange and Ticket Forwarding is tracked daily, and even hourly in the days leading up to a fixture. [3] Covered in agenda point 2.
AOB:
Claret Members: availability and location of tickets - The Club shared detail of the Claret Membership benefits, including the right to purchase a discounted match ticket before tickets go on General Sale.
The Club explained that tickets are released in sales tranches and per Premier League rules, a range of ticket prices must be available at each step of the sales process. The Club stated a wide choice of tickets are available to Claret Members across all price bands. The Club agreed to communicate this to supporters
Expansion to Stadium capacity: The Club confirmed there are no plans to increase the Stadium capacity.
Agreed Actions:
The Club to share all details of trial with Away Scheme Members and Supporter Representatives
Supporter Representatives to share examples of where Season Tickets do not receive a discount relative to match-by-match pricing
The Club to review Ticket Exchange messaging to provide detail of how much a supporter can expect to receive in Club Cash via a table ahead of each fixture
The Club to continue to keep Club Cash policies under review
The Club to look at tone and style of messaging when encouraging supporters to list their ticket on the Ticket Exchange
The Club to highlight that there is a discount between Season Ticket renewals and match by match purchases in renewal communications
The Club to continue to make proactive checks for Season Ticket abuse
The Club to publish information on the website about Claret Member ticket availability
The Club to continue to work towards reducing the number of single seats left unsold
[1] It was agreed with the Club and Supporter Representatives that this information was kept confidential. There are no plans to share this in the future as it is commercially sensitive.
[2] It was agreed with the Club and Supporter Representatives that this information was kept confidential. There are no plans to share this in the future as it is commercially sensitive.
[3] It was agreed with the Club and Supporter Representatives that the specific examples used was kept confidential. There are no plans to share this in the future as it is commercially sensitive.