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Hibernian Fan Survey: The Results

We are pleased to share the results from the supporter survey that was completed earlier this year.

As a football club, feedback from our supporters is vital to the Club’s strategy as we look to improve and grow both on and off the pitch.

We’d like to thank the 10,700 supporters that took part in the survey as there were a number of key points, which will shape the way we move forwards as a football club.


85% get their information from the Club website

Our Response: “We are putting significant efforts into enhancing the user experience on our website. This has begun by redeveloping the navigation and site layout and will be followed by continuous improvements and development of pages throughout the site to best serve our fans. We appreciate that our ticketing transaction and supporter journey is not as smooth as it could be, and we are working hard to remove as many barriers for our supporters as possible. There will be a heavy focus on the Ticket Office over the next period.”

85% agree that the Club has an important role to play in the community

Our Response: “Our goal will be to expand our reach in Leith through local organisations; youth clubs, charitable groups and more. We aim to serve Leith through our involvement in a multitude of sectors and become the most recognisable brand in the area. We want more fans to be aware of the community activities led through our Community Foundation, and therefore we will make these more visible to supporters to drive greater participation and engagement with our fan base.”

71.7% report that the stadium experience/atmosphere is the main motivation for attending live games

Our Response: “We need to take steps each year to improve our fan experience and keep pace with industry leaders across the globe. Improvements can be made from the queues at the kiosks to the cleanliness of the stadium and beyond. We plan to look for new and innovative ways to create the best possible matchday experience for our fans. This is going to be led mainly by our technology and digital roadmap, starting with big screens and LEDs and moving towards stadium concourse TV and technology improvements, including stat zones. This also extends to our Hospitality offering which has seen significant investment for the 2022/23 season and beyond. This investment not only improves our offering to the highest possible level but also introduces new tiers of Hospitality so that it is accessible to all supporters.”

86.2% of respondents rank positive match atmosphere as “very/extremely important”

Our Response: “We need to ensure that the atmosphere inside the stadium is friendly, while keeping that competitive spirit that our passionate fans provide. Having an environment where all feel comfortable is of the upmost importance. We will embark on fan consultation with specific fan groups as to how we can increase and grow the atmosphere at Easter Road, whether that be moving sections or investing in fan-led activities.”

On average, most fans attended their first match before the age of 10 and 92% attended their first match before they were 20

Our Response: “This fact reiterates the importance of the youth in our club. Our goal is to continue to improve and develop opportunities for our youth and engage them in new and exciting ways. The Hibs Kids rebrand was just the start, there is still much more that can be done. This is a key focus for the Club, building our future fanbase and engaging with as many young Hibees as possible, whilst ensuring Easter Road is a fun and safe environment to attend.”

77% felt that the city of Edinburgh is very or extremely important to them

Our Response: “There is a strong connection between our fan base and the city of Edinburgh. We will strive to work with other leaders in the city and increase our branding and presence around the city centre. Our marketing messaging of All Roads Lead to Easter Road was just the start in embracing the broader city of Edinburgh.”

If you want to check out the full results of the survey, then please CLICK HERE.

The survey was commissioned and carried out independently by the University of Edinburgh on behalf of the Football Club.