Albion’s recently-established Fan Advisory Board (FAB) met with club officials for the second time in January and a summary of the meeting can be found below.
Thursday, January 15, 2026 - 6pm at The Hawthorns
The following is a general summary of the meeting and contains no direct quotations.
Supporters can learn more about the role of the FAB, here, while member profiles can be found, here – and the FAB constitution, here.
Club attendees: Ian Skidmore (Co-Chair, Director of Communications & Fan Engagement), Ashish Patel (Chief Marketing Officer), Ethan Gobetz (Chief Finance Officer), Chris Harris (Director of Operations & SHE (Safety, Health & Environment)), Sam Foxall (Director of Human Resources).
FAB attendees: Dan Head (Co-Chair), Richard Jefferson (Vice-chair), Christian Black, Clare Sidaway, Hannah Butler, Shin Aujla, Dean Walton, Ben Deeley, Sarah Kerton, Mark Whitehouse.
OPENING & INTRODUCTIONS
Ian Skidmore (IS) welcomed attendees and introduced Mark Whitehouse, who will take up the seat that had been reserved for the now-established Independent Supporters’ Trust.
REFRESHMENTS AND MATCH DAY SERVICE
The FAB agreed that current food and drink offerings do not incentivise early arrival or increased spend. The Club outlined recent introductions of new food offerings and draught beer, with local guest beer partnerships under consideration. Provision for supporters observing Ramadan will be reviewed.
The Club is exploring self-pour stations, self-scan kiosks, roaming staff, pre-order/fast-collection options, loyalty schemes, and reusable cups to improve speed, choice, and sustainability.
MATCHDAY ATMOSPHERE AND PA SYSTEM
Consistency in pre-match build-up was highlighted as key to atmosphere. Fans value traditional club music alongside potential new material to encourage participation. The Club confirmed quotes have been received for replacement of the PA system. Lighting, limited pyrotechnics, and international best practice are being explored, subject to suitability.
FAN ZONE
The current fan zone is limited by seasonal weather and site constraints. Temporary structures are required due to the site’s Grade II listed building status, and contractor viability has been challenging. The Club is exploring sourcing from local vendors, longer-term on-or-off-site solutions, and the potential use of shuttle buses.
IN-GAME AND POST-MATCH EXPERIENCE
Clear walkway zones were discussed, though the Club noted licensing and enforcement constraints. The East Stand post-match bar and pop-up hair cutting service were positively received. Options to replicate this offer elsewhere and improve winter comfort, including heating, are being investigated.
P&S UPDATE AND REVENUE GENERATION
The Club reiterated the Championship Profit and Sustainability (P&S) Rules and confirmed recent financial improvement, though the current rolling period remains challenging. The recent head coach departure did not cause material changes in financial position or plans and currently player sales are not required but may be considered strategically. A new Chief Business Officer, who will start in the Spring, has been appointed to drive growth. Upcoming sponsorship opportunities, digital inventory, ethical considerations around betting partners, alternative events, and collaboration with other clubs and the EFL were discussed.
CONCESSION TICKET ABUSE
The Club confirmed significant misuse of concession tickets and outlined a proposed enforcement approach using designated turnstile lanes, in-app upgrades, and graduated sanctions. Implementation is subject to technical readiness and safeguarding disabled supporters. Communication will occur in advance. The FAB supported the approach.
2026/27 SEASON TICKET PRICES
The Club presented 2026/27 season ticket prices to the group, outlining an earlybird window, followed by a general sale window in the summer. Prices will remain in line with recent seasons and the FAB agreed pricing represents good value. The Club confirmed a direct debit option will be available.
KIT DESIGN PROCESS
The Club confirmed a two-year design cycle, with work underway for 2027/28 and beyond. Themes include anniversaries, regional pride, and fan-focused concepts. FAB feedback will be sought at future meetings before finalisation.
ANY OTHER BUSINESS
Children’s experiences in hospitality were raised. The Club will review activities and improve booking-stage communication. Concessionary hospitality pricing will not be introduced due to demand, which is consistent with other football clubs.
