Interview: The West Ham United Supporters Trust

Irons All In recently met Chris Weal from the WHUST to find about what the group is all about

What was the inspiration for the West Ham United Supporters' Trust? Was there a particular person, event or incident that acted as a catalyst? Or was it more out of general concern for fans?

Fans originally set up the West Ham United Independent Supporters’ Association (WHUISA) in 2016 during the first season at the London Stadium.

WHUISA knew from the outset that fans needed to understand the complex web of stakeholders and interest groups involved in the running of the stadium and matchday events. For example, the committee made a successful Freedom of Information request to Newham Council's Safety Advisory Group, the body that issues the licence to London Stadium. 

WHUISA’s aims were always strategic rather than reactive, being pragmatic in realising that we will never go back to Upton Park, but working with whichever body was in charge to ensure the best possible experience in Stratford.

The Football Supporters’ Association, in which WHUISA was active, suggested that we convert to a trust. We were one of just six Premier League supporter groups selected to present to Tracey Crouch as part of her Fan-Led Review. That review specifically mentioned supporter trusts and the following legislation has included them. There can only be one trust at each club and, if the law is passed, each club will have to consult with its supporters’ trust.

Supporters’ trusts are community benefit societies and registered with the Financial Conduct Authority (FCA). A trust exists for the broader benefit of the community, not just match-going fans.

Becoming a trust is not appropriate for single-issue groups, such as Pride of Irons (LGBTQ), Inclusive Irons and the Disabled Supporters’ Board as they might have to dilute their focus to include the wider community. It would also not suit those who want to focus solely on the match-day experience, for example.

WHUISA was involved in local policing and safety bodies and was working with the community to increase participation with West Ham. Through the FSA, we were involved with broadcasting rights, VAR and the referee group PGMOL. This broad focus meant we were the natural choice to become West Ham’s supporters’ trust. But none of the other West Ham fan groups wanted to become a trust. It wasn’t a competition.

We converted to a trust in 2021.

What’s the aim of West Ham United Supporters' Trust and what are the values that underpin what you do?

WHUST is a fan-run, FCA-registered, membership body committed to representing Hammers fans home and away, including at international fixtures. We cover the club’s heritage, ticketing, stewarding, policing, catering, broadcasting changes, travel to matches and the club’s impact on, and involvement with, the local community. We are also interested in issues such as sustainability and restorative justice, for example, and hope to influence the club on these issues.

A core value is to be polite and professional at all times. We may disagree but we aim to be a critical friend rather than “the enemy”, and we will always work to achieve compromise and consensus.

What does the group do, in terms of activities, events and communication?

WHUST has worked extensively to get a united fan base through what was the Independent Supporters’ Committee. It had a decisive influence on the terms of reference for the new Fan Advisory Board (FAB) and its code of conduct and privacy policies. Our members voted that we should apply to join the FAB and we now have a seat on that board.

We also take up individual cases where the fan and the club have been unable to resolve an issue successfully or as an advocate where a fan would rather have someone act on their behalf.

The trust works with everyone involved in running the London Stadium as well as local councils and police. We also work within the Football Supporters’ Association (FSA) to meet with referees, broadcasters, politicians and others who influence football at West Ham. And we work with Football Supporters Europe (FSE) when we play UEFA competitions.

Communication is an area we need to improve upon. Running social media accounts such as Instagram and TikTok requires skills (and time) beyond the current board’s experience. So we’re always on the look-out for fresh volunteers. We also want to make our infrequent email newsletter more regular.

One of the biggest issues for fans at the moment is the changes to concession prices. Could you summarise the alternatives that you’ve put to the club?

WHUST has a proposed a number of suggestions that might produce a fairer concessions policy. For example there are fluctuating rates of discount across the different ticket price grades. These could be standardised or tapered. There could be caps on the number of concession tickets in each price grade. The main issues is to talk through the club’s concerns and find a solution.

We produced a document with alternatives in detail and this followed on from a wider general set of proposals around ticketing.

We left the club in no doubt that its decision was wrong. However, West Ham was not alone in attacking concessions and hiking ticket prices. Fans understand that the Premier League is a cartel, which is why fan groups across the PL are working together on joint protests.

Are you able to do anything to influence the club on that? What do you say to the idea that there’s nothing fans can do to influence the club ownership?

It’s early days for the new Fan Advisory Board but concession availability is a priority issue. There is a united group of fans on the FAB.

The black balloon protests at matches and the number of people who have signed petitions have helped. The club is aware that there is widespread disgust among fans at the changes and the way in which the club imposed them without consultation.

The more fans we can engage with over this the better. Passively moaning about it won’t help. We need people to join campaigns and protests and, better still, become active members of the fan groups they feel represent them. Many of the WHUST board are members of other fan groups too.

If we organise a campaign of writing to MPs, for example, the more fans who write, the bigger the impact we’ll have. There is strength in numbers.

What’s next for the group? What are your plans?

As with many volunteer-led organisations, we are restricted by the time and effort our limited number of volunteers can spend on what is often demanding work.

There are always new issues that come up and we need to work out how best to raise them and who to raise them with (as West Ham only rents the London Stadium, it’s often not the club that is responsible).

There is also a backlog of issues we have tried to raise with the club that have been put on hold while the long negotiations took place over the rules and structure of the FAB. Now that is settled, we hope to start pushing these matters forward.

The new football regulatory legislation will go through in this parliament and that will make a further difference. We have a board member working within the FSA on this and may be calling on Hammers fans to contact their MP to ensure the legislation is as  robust as it can be.

How can fans show support for the West Ham United Supporters' Trust or get involved?

As a community benefit society we have strict governance rules so only shareholders can vote. Part of the annual membership covers being a shareholder. To become a voting member costs just £5 a year and you can join online.

Part of the board is elected every year, so members can stand for the board and vote in elections as well as take part in democratic decision-making, such as the ballot we held on whether or not to join the FAB.

We can also co-opt onto the board, so if someone had specific skills and was offering to volunteer to help us, we could get you involved at once. If people want to help without being on the board, that’s great too.

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