In 2024 West Ham United, publicly committed to achieving 10 core objectives, shared via the Club’s Fan Engagement Plan. A key part of this plan was to expand and evolve the current methods of fan engagement, with a specific focus on how we ensure the voice of young supporters is represented in Club decision making. The focus here wasn’t on a single campaign, but a series of long-term initiatives designed to allow young supporters to be directly involved in formal consultation and engagement mechanisms at the Club. As a direct result, West Ham United are one of only two Premier League clubs with a young supporter on a Fan Advisory Board. The Club meets formally with 12 young supporters as part of the Junior Supporters Board and initiatives suggested by, and for young supporters allow us to directly speak with over 7,500 young supporters every matchday.