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SUPPORTER MATCHDAY EXPERIENCE SURVEY RESULTS: AUGUST 2021

2 September 2021

Bradford City AFC can reveal the results of last month’s supporter matchday experience survey, at the Utilita Energy Stadium. 

Introduced for the 2021/22 season, the survey is randomly distributed to supporters who attend each home Sky Bet League Two fixture via e-mail, and filled out anonymously. 

These figures comprise an average of the results from surveys completed after both home matches throughout August - firstly against Oldham Athletic and then against Stevenage. 

Results show 2.5 in every 10 supporters entered The City Shop at the Utilita Energy Stadium, 6.5 in every 10 supporters visited a kiosk and 4.5 in every 10 purchased The Parader, the club’s official matchday programme. 

The average supporter spend was in the £5 to £10 bracket, while 100% of those asked would recommend a City home game to friends and family (with 4.25% of these very likely to recommend). 

The club also carded scores of 4.5 out of 5 for engagement with supporters compared to other clubs visited, 4.7 out of 5 on entry to the stadium, 3.9 out of 5 for satisfaction on stadium exit and 4.25 out of 5 on interaction with stewards while at Valley Parade. 

The volume and clarity of the stadium’s public-address system scored 5.5 out of 10, the consistency of audio levels between music, adverts and announcements scored 6 out of 10 and the relevance of messages over the public-address system was scored at 8 out of 10. 

Finally, both supporters’ experience at the Utilita Energy Stadium box office and in Valley Parade’s hospitality facilities scored 6 out of 10. 

Average results from questions in the August 2021 supporter matchday experience survey are as follows:

- Engagement with supporters in comparison to other clubs you have visited - 4.5/5

- Satisfaction on entry into the stadium - 4.7/5

- Satisfaction on exiting the stadium - 3.9/5

- Interaction with stewards while at the stadium - 4.25/5

- Average spend - £5-£10

- How many supporters visited The City Shop? - 2.5 in every 10

- How many supporters visited a kiosk? - 6.5 in every 10

- How many supporters purchased The Parader - the club’s official matchday programme? - 4.5 in every 10

- Of those asked, what percentage of supporters would recommend a Bradford City AFC home game to their friends and family? - 100%

- Of these, what percentage of these were ‘very likely’ to recommend? - 4.25%

- The volume and clarity of the public address system - 5.5/10

- The consistency of audio levels between music, adverts and announcements - 6/10

- The relevance of the messages over the public address system - 8/10

- How would you rate your experience at the Utilita Energy Stadium box office? - 6/10

- How would you rate your experience in the Utilita Energy Stadium’s hospitality facilities - 6/10

City’s chief executive officer, Ryan Sparks, said: “This is a new initiative designed to enhance supporter experience through fan engagement. 

“We value feedback and act upon it as soon as possible in order to ensure we continue to offer an enjoyable matchday experience. 

“While not every single piece of feedback can be dealt with immediately, it certainly helps with future planning in terms of where we may place budget for enhancements in the months and years ahead. 

“These surveys, which are very important to us - and which we are very grateful for your participation in - allow us to act on facts and real evidence, rather than sporadic opinions of staff and supporters alike. 

“As I have stated on many occasions, progress is being made, but these results are a reminder of the work that each and every one of us here at Valley Parade knows needs to be completed. Our attitude is that we will never be satisfied, and these surveys are further evidence of that.

“We have chosen to share these results publicly in line with our values of remaining honest, clear and transparent as far as possible, and hope to see scores improve as the season continues. We thank you again for your crucial feedback, as we aim to continue building a better Bradford City for everyone.” 

Average results from September’s supporter matchday experience survey will be released at the beginning of October. Results will continue to be shared throughout the duration of the campaign.  


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