By Charlotte Morris
Global research led by the University of Glasgow into Celtic FC’s governance has found that fans are keen to play a more active role in stakeholder engagement.
Surveying the views of Celtic FC’s stakeholders including season ticket holders and small shareholders worldwide, findings show that Celtic’s current fan engagement is assessed as average by most fans, with around 25% saying it is poor or very poor.
This work was funded by the British Academy Leverhulme Trust and undertaken by Professor Jeanette Findlay and Dr Marco Guidi of the Adam Smith Business School.
The survey follows calls for increased fan participation in major decisions made by UK football clubs, with plans for the proposed European ‘Super League’ being abandoned after an overwhelmingly negative reception. The UK government subsequently announced the Fan-led Review of Football Governance, in response to concerns about the game’s club ownership and financial sustainability.
Key findings of the University of Glasgow’s survey include:
- Over 67% of fans support the idea of an independent elected Fan Advisory Board. This rises to 70% for Season Ticket holders and 77% for members of fan organisations.
- Between 40 and 50% of all fans would like a Fan Advisory Board to be set up and run by the Celtic Trust in cooperation with Celtic PLC
- Between 70 and 79% of respondents think that a Fan Advisory Board should be incorporated into the Articles of Association of Celtic PLC
- Between 50 and 64% of fans want elected representatives to be selected from a cross section of the supporter base, with a mix of supporters’ organisations, individual season ticket holders and small shareholders.
- The assessment of Celtic’s fan engagement by more active fans – such as season ticket holders, members of fan organisations and shareholders – is poorer than supporters in general.
Professor Jeanette Findlay said: “What this survey shows us is the role that fan power is now playing in the decisions made by major league football clubs and governing bodies.
“We’re seeing more fans taking on an active role as stakeholders – and it is something that clubs are having to pay attention to and factor into their decision-making processes.”
“As trustees of the Celtic Trust and academics, we wanted to undertake this research to explore reactions and thinking around stakeholder engagement and specifically on a fan advisory board.
“It is our hope that the findings will lead to the right conversations being had, and ultimately, increased fan engagement and satisfaction.”
The initial findings are now being shared with various stakeholder groups as well as Celtic FC in order to receive feedback before the report is finalised.
The report is almost certain to be on the agenda for the Celtic annual general meeting on November 22.
https://www.gla.ac.uk/research/celticfc-assessment-stakeholder-engagement/