On Friday 11 July, our board members Lynn Wyeth and Jamie Barnard met with Anthony Herlihy (Communications Director), Imogen Ward (Head of Fan Engagement) and Jim Donnelly (Supporters Relations Manager) to share findings from our end of season survey.
Our biggest concern during the course of the meeting was that the Club clearly wanted to channel dialogue about the survey via the Fan Engagement Framework.
Whilst the Trust has supported the Fan Engagement Framework to date, it cannot be the only means through which the club engages with supporters and receives fan feedback.
We shared the view that the Fan Engagement Framework (FEF) should be a supplement to engaging directly with Supporter Groups, and with individual fans. As well as looking to use the FEF to explore the results the Trust will continue to seek dialogue with the club about the outcomes of the survey.
The Meeting
The meeting lasted an hour and following our presentation of the key findings by the Trust, the Club representatives asked questions. It was apparent that, despite the full results being sent to the Club days in advance of the meeting, the Club’s Representatives had not considered them.
Questions around the number of respondents that took the survey were raised, and whether they may be a small portion of the supporter base aligned to the views of the Foxes Trust.
We advised the Club that only 449 of the 3,214 participants were Trust members. Supporters completing the survey were not hand-picked. Around 7500 leaflets were given to supporters as they made their way to the final home game of the season, at fan events, and on the coaches to and displayed inside the Bournemouth away end. We were able to confidently show the club that this was a survey for all fans and that Trust members represented only around 14% of the sample.
We displayed that there was a good spread of demographics covered by the survey and that the only group we would have liked to have seen more participation from was the Under 18 age group. Those present from the Club did acknowledge the impressive sample size of the survey and accepted that they need to take onboard the findings.
There were a couple of points during the meeting where the Club did ask whether questions in the survey could be seen as negative, biased or leading.
Again, were able to show that by using the Likert scale (with strongly agree to strongly disagree as well as the opportunity to opt out of answering a question) it gives us confidence in the findings and they should not therefore be discredited. We offered that should the Club wish to run extensive surveys in partnership with the Trust in the future then we would be very willing to support that work.
The meeting concluded with the Club thanking the Trust for sharing the results and reiterating their desire to hear and act upon supporter feedback. Given that only 4% of fans surveyed feel the club does take action on feedback provided, we will be interested to see if the Club do act upon the survey results.
The Next Steps
It remains our intention to continue to engage directly with the Club about the survey results and, to push for action to be taken based upon the findings, we are now calling for them to do the following:
- Arrange an Online ‘Your 90 Minutes’ Session to give supporters the opportunity to share their views on the survey and discuss the findings with the club. This needs to be an online event to enable fans living outside of Leicestershire to participate.
- Arrange an Emergency Meeting of the Fan’s Advisory Board for the sole purpose of discussing the results of the survey and the feelings expressed by supporters.
- Include fan representation on the Sanctions Committee in time for the new season, to ensure that impartial supporter views are considered before bans are issued
- Provide a comprehensive update on changes the Club have made as a result of the survey results by 31st August 2025 so that supporters can see that the Club does act upon feedback and that they have taken on board the views expressed by over 3,200 fans in our end of season survey
The club have heard what fans have to say. It’s now time for them to take action.
Note: There was no request from the club, or agreement by the Trust, to not share details of that meeting so we are doing so in this article in order to give those that completed the survey visibility on how the club received the results.
More information:
The Leicester Mercury Article
Foxes Trust Survey – Full Results Published Today (Published 11 July 2025)
https://foxestrust.co.uk/11926/foxes-trust-survey-full-results-published-today
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