Fan Engagement - Strengthening Our Supporter Experience
Altrincham FC Fan Engagement
‘Alty For All’ – Strengthening Our Supporter Experience
At Altrincham FC, our supporters are at the heart of everything we do. Whether you have followed the club for decades or are visiting for the first time, we want every matchday to feel welcoming, inclusive and uniquely Alty.
This week the Club is launching an enhanced Fan Engagement Project built around our core value, Alty For All. This initiative is designed to strengthen connections between the club and supporters of all ages, backgrounds and generations, while building on the heritage and community spirit that define Altrincham FC.
A Message from the CEO
Sam Mackenzie, CEO, said:
“The Club always aims to give everyone coming to Alty FC a warm welcome and our fans are already fantastic at this. As a Club, I wanted us to enhance and build on this amazing welcome.
The Fan Liaison volunteers will help support this activity through feedback and comments. I would like to thank Simon Mitton, a lecturer from UCFB, who is leading this exciting project, and all of the volunteers who are students from the university. It is always a great pleasure to work with young people from UCFB.
The Club wants everyone to feel welcomed, safe and engaged with our matchday experience.”
Our Core Value: Alty for All
Purpose
To develop a welcoming and inclusive supporter experience that strengthens relationships and connections between the Club and both current and future generations of Altrincham fans.
Key Themes
Unity
Encouraging open dialogue with supporters about their matchday experiences.
Inclusion
Ensuring everyone feels valued and that everyone matters.
Respect
Recognising and celebrating the diverse groups within our community.
What the Fan Engagement Project Will Deliver
The 2025/26 project marks the first phase of a long term commitment to enhancing the overall fan experience.
Supporting New Supporters
A key focus during the first year will be improving clear signposting and guidance for new fans. While long standing supporters know the rhythms and routines of matchday, these may not be obvious to those attending for the first time.
The project will provide clearer information on:
- How to get to the ground
- What to expect upon arrival
- Matchday entertainment and activities
- Food, drink and retail options
- Ways to get involved with the club community
With growing interest in non league football, many attendees arrive without a clear understanding of how the experience differs from other sporting events. This initiative aims to bridge that gap and ensure first time visitors quickly feel part of the Alty family.
The Role of the Fan Liaison Team
‘Fan Liaison’ volunteers will play a central role in delivering this enhanced experience.
On matchdays, volunteers will:
- Be present at Altrincham Interchange and along key routes to the ground
- Assist supporters who may be unfamiliar with attending Altrincham matches
- Be stationed inside the ground to provide information and guidance
- Gather feedback and insights from supporters
In addition, the Fan Liaison Team will undertake research into the current fan experience provision, identifying areas of good practice and opportunities for further development.
Building for the Future
Altrincham FC already benefits from strong and positive relationships with its supporters. The Fan Engagement Project is about building on those foundations.
By creating inclusive opportunities for dialogue, strengthening communication, and fostering a welcoming environment for new generations of fans, we aim to ensure that Alty remains a club where everyone feels they belong.
