Chapter 3 - Fan-Centricity
A Service Level Agreement (SLA) formalises expectations between departments, establishing the metrics by which performance is measured and the protocols for addressing shortfalls.
SLAs should be designed so that the party in breach is not rewarded and the party harmed by the breach is not penalised. An SLA that penalises the FS&E team for shortfalls caused by insufficient resourcing from another department creates the wrong incentives and undermines accountability.
Well-constructed SLAs provide accountability, clear expectations, and a structured process for resolving disputes. They ensure all parties operate from the same understanding of requirements.
For Fan Services & Experience teams, SLA metrics should reflect performance indicators that assess the quality and efficiency of match day operations and benchmark delivery against relevant industry standards.
The right metrics enable focused performance evaluation, efficient resource allocation, evidence-based decision-making, and early identification of operational challenges. Above all, they should clearly indicate fan satisfaction with the Fan Services & Experience offering, current performance levels, and where improvement is needed.
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Premier League Fan Engagement Standard – Premier League (2022)
https://resources.premierleague.com/premierleague/document/2023/03/22/e79e9d26-f4da-49e8-a6d4-e85d477f0880/Fan-Engagement-Standard-March-2023-FINAL.pdfSupporter Engagement Best Practice – Football Supporters' Association
https://thefsa.org.uk/our-work/supporter-engagement/Crossing the Bridge Between Safety and Fan Delight – European Stadium & Safety Management Association
https://essma.eu/news/article/crossing-bridge-between-safety-and-fan-delightFootball Fan Experience – Deloitte (2023)
https://www2.deloitte.com/content/dam/Deloitte/it/Documents/technology-media-telecommunications/2023-football-fan-experience-eng.pdf20 Stadium Fan Experience Metrics to Track in 2026 – Mappedin (2025)
https://www.mappedin.com/resources/blog/stadium-fan-experience-metrics/A Guide to Service Blueprinting – Adaptive Path / Capital One
https://www.dga.or.th/wp-content/uploads/2019/09/file_26e487aea69af163911dc4f6e6b8abd4.pdfCustomer Satisfaction with Game and Service Experiences: Antecedents and Consequences – Masayuki Yoshida, Jeffrey D. James, Journal of Sport Management (2010)
https://doi.org/10.1123/jsm.24.3.338The Role of Service Quality and Ticket Pricing on Satisfaction and Behavioural Intention in Professional Football – Rui Biscaia et al., International Journal of Sports Marketing and Sponsorship (2013)
https://doi.org/10.1108/IJSMS-14-04-2013-B004Measurement and Management of the Sportscape – Kirk L. Wakefield, Jeffrey G. Blodgett, Hugh J. Sloan, Journal of Sport Management (1996)
https://doi.org/10.1123/jsm.10.1.15