West Ham United’s hierarchy are risking the wrath of disgruntled supporters once again with their response on the biggest issue at the London Stadium.
There is no hiding the fact West Ham’s decision to leave Upton Park for the London Stadium has been hugely controversial.
This summer marks 10 years since the stadium switch and proof that many West Ham fans are not happy with their new surroundings comes in the fact as many as 30,000 long-standing supporters, including former season ticket holders, have stopped going to home games.
But the club’s top brass believe the solution to the alarming disconnect is a simple one.
West Ham owners think answer to luring back fans is simple
Now West Ham’s owners have risked the wrath of fans once more with a cynical response on the single biggest issue caused by the move to the London Stadium.
Fans are the lifeblood of any club. So the fact as many as 30,000 may have walked away from the club’s home matches should be gravely concerning for the owners.
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A graphic asking West Ham fans if: Will replacing the "wall" between home and away fans with a clear plastic barrier make a difference?
Credit: Getty Images/Andrew Powell/Liverpool FC
West Ham fans want to watch good, entertaining football and exciting players but they have never expected to win every week or compete for trophies year in, year out.
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Yet Hammers owners David Sullivan, Daniel Kretinsky and co believe the solution to luring back stay-away fans is simple: win more football matches.
That was the clear message to emerge from the latest Fan Advisory Board meeting, where West Ham vice-chair Karren Brady was pressed on the worrying trend of tens of thousands of loyal Hammers turning their back on attending matches.
West Ham fans look dejected after watching their team lose to Nottingham Forest in the Premier League.
Photo by Julian Finney/Getty Images
The staggering figure underlines just how fractured the relationship between club and fanbase has become in recent years.
The grievances of those fans runs much deeper than what happens on the pitch. Some would argue that is not even a factor at all given how much those supporters dislike the new ground, the owners and the way the club is run.
But when asked directly what the club intends to do to win those supporters back, the response was blunt and, many would argue, extremely short-sighted.
Results on the pitch, they say, are the only thing that really matters.
West Ham board think winning games will solve biggest London Stadium issue
It is a stance that will raise eyebrows across the West Ham fanbase.
Of course, no one can dispute that winning football matches is the biggest driver of fan engagement and happiness.
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The lift around the London Stadium on a good run is obvious – and has been there for all to see in recent months as Nuno Espirito Santo turns the team around.
But to suggest it is the only factor feels, at best, overly simplistic — and at worst, out of touch with the realities supporters have been voicing for years.
West Ham United Independent Supporters’ Committee has published details from the Fan Advisory Board meeting with Brady and other Hammers officials.
The London Stadium sits almost empty as West Ham play out another home defeat, this time to Brentford in the Premier League
Photo by Alex Pantling/Getty Images
“The club was asked what it intends to do to bring them back,” the report states.
“The Club said that winning matches is the only thing that matters in encouraging supporters to return.
“Whilst winning is an important factor supporters disagree with this being the only thing. What we did not receive (was) a wider plan addressing other factors such as ticket pricing, atmosphere, stadium design or supporter engagement.
“Supporters cite multiple reasons for disengagement, all backed up by surveys, including: ticket prices stadium experience atmosphere wider club culture. Results alone will not address these concerns.
“The club currently sees on-pitch performance as the primary solution to declining attendance.”
The issue runs far deeper than results. After all many supporters walked away when the club left Upton Park, before a ball had been kicked at the London Stadium.
Disenchanted fans consistently point to a range of problems that have contributed to the disconnect.
And they tie into wider concerns about the culture and direction of the club. These are not vague complaints. They are backed by surveys, fan feedback and years of mounting frustration.
Yet, crucially, there was no indication from the club of a broader strategy to address any of those issues.
No mention of reviewing ticket structures. No plans outlined to improve the stadium experience. No clear commitment to rebuilding the connection with supporters beyond what happens on the pitch. And that is what will concern many most.
Because it comes at a time when West Ham have already shifted their stance on the London Stadium — a move that was originally sold as a long-term vision to grow the club and its fanbase.
That vision now looks increasingly strained, with empty seats and disengaged supporters telling their own story. The feeling among many fans is that they were asked to trade the intimacy and identity of Upton Park for a new era that has yet to fully deliver on its promises.
Against that backdrop, the idea that winning a few more games will fix everything feels optimistic if not delusional. It may help, of course. A winning team always brings people back through the turnstiles. But sustaining that return requires more than results. It requires trust, connection and a sense that supporters are being heard.
Right now, that is missing – and until it is the case, West Ham will never truly progress as a club, on or off the pitch.
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