Matchday Experience at the London Stadium

West Ham United v Fulham FC | 27 December 2025

As a sports consultant, I’m always interested in the total matchday experience; not just what happens between kickoff and the final whistle, but how a club welcomes, engages and entertains its supporters pre, during and post match.

The West Ham v Fulham fixture on 27 December 2025 offered a good example of how good planning across multiple touchpoints can elevate a live event.

What follows are practical, educational observations that other clubs and venues can learn from.

1. Pre-match email Communication: Providing important information pre game day

The pre-match email contained practical and helpful information before travelling to the game. 

Key takeaway:

Clear pre-event communication provides fans with all the important match day information so you don’t have to go chasing it on Google! 

2. Food & Beverage: Choice and Quality Matter

The range of food options around the London Stadium stood out immediately. Rather than a one-size-fits-all approach, supporters were offered variety and noticeably good quality. This signals a focus on the fan experience and reflects a modern understanding that food is no longer a functional add-on, it’s part of the entertainment proposition. And yes, the quality of the food was very good.

Key takeaway:

Diverse, good-quality food options increase dwell time, satisfaction and perceived value of the match day experience.

3. Entry & Security: Smooth and Stress-Free

Access through security was efficient and well managed. For supporters, this is important.

Key takeaway:

Fast, friendly security not only protect safety but maintain a positive experience.

4. Stadium Branding: Past and Present Connected

Branding around the stadium featured current players alongside club legends. This created a sense of continuity and identity, linking generations of fans and reinforcing West Ham’s history and heritage.

Key takeaway:

Celebrating heritage alongside the present strengthens emotional connection and club authenticity.

5. PA system 

The PA system was loud and clear. A recorded announcement, delivered by a famous actor (who also happens to be a Hammers fan) informed supporters that the match would start in 15 minutes and encouraged them to take their seats. It was informative, well-timed and engaging rather than intrusive.

The pre-match interview with a former player was particularly effective, enhanced by excellent sound quality and the inclusion of sign language interpretation, reinforcing accessibility and inclusion.

Key takeaway:

PA systems are powerful engagement tools when used creatively, clearly and inclusively. Consider using famous fans for important messages and pre match interviews.  But the PA system must be audible across the stadium.

6. Rituals That Unite: The Pre-match Song

The collective singing of ‘I’m Forever Blowing Bubbles’ remains one of the Premier League’s most recognisable traditions. Hearing it pre-game continues to unify the crowd and define West Ham’s traditions.

Key takeaway:

Consistent rituals build identity, belonging and emotional connection with the supporters. Make sure you know your rituals and use them in an authentic way.

7. Technology That Works: Wi-Fi & Screens

Reliable stadium Wi-Fi supported digital engagement throughout the venue, this is something fans increasingly expect. On the big screens, highlights from previous matches played pre-game, helping build narrative and excitement ahead of kickoff.

Key takeaway:

Functional technology underpins modern fan engagement and can enhance storytelling.

8. Half-Time Engagement: Simple yet effective

Half-time entertainment struck the right balance. Trivia questions, a “follow the ball” game and a picture round featuring two fans kept things light, entertaining and interactive without being too overwhelming.

Key takeaway:

Low-cost, fan-focused activations can significantly lift the in-stadium experience when designed well.

9. Unfortunately the result didn’t go West Hams way and that meant the atmosphere could have been better. In addition, while the London Stadium is an excellent venue, it is not a football stadium and this doesn’t help to generate the atmosphere.

Key takeaway

The club staff can’t control what happens on the pitch. But they can control what happens off it.  That being said, West Ham does need to work with fans to create songs and singing areas – this they can learn from other club’s on how to improve this area despite what happens on the pitch. Unfortunately, work is needed by the London Stadium to make it a venue that will generate an amazing atmosphere.

Final Reflection

The West Ham v Fulham matchday at the London Stadium demonstrated how attention to detail across many small moments creates a quality fan experience. From food and access to audio and engagement, the club delivered a well-rounded event that made the experience more enjoyable.

While the venue doesn’t help, work is needed to make the Stadium more like a home ground. 

For clubs and venues looking to evolve their matchday offer, this fixture provided a good case study example: success lies not in one big innovation, but in many well-executed fundamentals working together.

Why not use the fan Journey model that I co created to conduct an audit of your match day experience – https://geoffwnjwilson.com/2023/04/06/the-fan-journey-model/ check out:

About Geoff Wilson

Geoff runs his own consultancy business, with a focus primarily on sport.  Previously Head of Marketing and Communications at the Irish FA, Geoff now consults to a wide range of global sports organisations on areas such as strategic planning, marketing and communications, digital, fan engagement, public affairs, women’s football, league development, club development and knowledge sharing / capacity building programmes.  Geoff has created numerous academic models for the sports industry.  Geoff is on the Advisory Panel at the English Football League and Chair of the Sports Council Trust Company (Sport England organisation).

Geoff has written a book which focuses on ‘developing grassroots sports clubs’ to order a copy check out https://www.routledge.com/Leading-a-Grassroots-Sports-Club-A-Practical-Guide-to-Managing-and-Developing-Your-Club/Wilson/p/book/9781041094883?srsltid=AfmBOooMPgFpXYSGYwNBOLxrR6mYShU8mWeM_rbVCGlipdpjnsfqlqVD

1.      Check out Geoff’s online course in strategic planning at https://geoffwilson.teachable.com/

2.      The other sports models created or co created by Geoff can be found below:

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