Dare we say stability?

The CAST 2026 fans’ survey which ran from April 2nd to May 9th was completed by 1209 respondents. This is down slightly on last year but still a large and statistically robust sample across the fanbase of engaged supporters. The majority of responses were received before Championship safety was acquired. Many measures show similar results to last season’s survey. After years of turmoil and ownership shenanigans, it is good to see that fans are appreciating a more stable, progressive approach under Global Football Partners. 

General sentiment

The level of positivity about the future prospects of the club remains broadly the same as last year with 91% positive compared with 90% last year. Of this, 20% were very positive (cf 22% last year) and 71% quite positive (cf 68% last year). Two years ago the total positive figure was 78% and three years ago it was 15%. 

We assumed (thankfully correctly) that the men would retain Championship status when asking for predictions for next season. The club have been communicating about the need to make progress on the pitch under Nathan Jones and this is reflected in the survey results:

• 6% of respondents predict top 8;
• 57% predict 9th-15th;
• 33% predict 16th - 21st;
• 3% predict relegation. 

Season Ticket Intentions

66% of respondents had a 25/26 season ticket and 87% of these have either bought or will definitely renew for 26/27. In addition, 8% will possibly renew - total 95%. This compares with 80% renewing last year plus 16% possibly - total 96%. Last year’s survey was undertaken before promotion and 50% of respondents did not think we would get promoted. 

Looking at all respondents, 59% said they had already bought or would definitely buy a season ticket for 26/27. These respondents were asked to give their three main reasons for buying a season ticket. The main reason for buying a season ticket remains “habit of a lifetime - it’s what I do” (54% gave this reason). However, the second highest reason given is new in the top three - 43% cited “to secure my preferred choice of seat.” This is up from 34% last season and demonstrates that higher match day attendances are having an effect. Third highest was “getting together with family and friends” at 42%.

In addition, a further 13% say they “possibly will buy” or “don’t know/ are undecided”. Of those the following reasons were cited as possibly persuading them to do so:

• Championship status retained  44%
• Belief that NJ is taking the squad and club in the right direction  36%
• Confidence in the ownership’s future plans  28%

29% of respondents said they would “definitely not” or were “unlikely” to buy a season ticket. The main reasons given for not buying a season ticket have not changed and are related to people’s individual circumstances rather than things under the club's control: “live too far away” (54%); “other commitments” (28%); “personal circumstances” (23%). There is little evidence that streaming of games plays a part (only 3% cited it as a reason for not buying) but 12% cited uncertainty about kick-off times due to the Sky deal. 

In summary, the total who have bought / will definitely buy/ possibly  buy/ undecided is at 72% which is the highest since CAST has run this survey and marginally up on last year at 70%. From these overall results it looks like season tickets sales among the committed fanbase will hold up well. However, there is little the club can do to influence the majority of committed fans who do not currently have a season ticket to buy one as their reasons are primarily due to personal circumstances. This suggests that further momentum and growth in overall numbers will come from converting newer and occasional local fans, building both their emotional and behavioural loyalty.

The Women's Team

There has been a modest increase in interest in the women's team although this is yet to translate into attendance at matches. 2% of respondents reported regularly attending (which is the same as last year) and 6% said they sometimes attend (which is down from 8% last year). However, 48% said they follow the results (40% last year); 9% said they hadn't attended but would like to (6% last year) and the percentage who said they had no interest in the women's team fell to 16% from 23%. There is some evidence that the streaming of matches on YouTube is contributing to interest, with 16% having watched 1-2 matches on this channel and a further 13% more than three.

The Addicks’ Charter

While all points in the Addicks’ Charter are important for fans, we asked respondents to choose the five that are the most important of all to them. 

1. The club would not change any of our core traditions (eg colours, Red Red Robin)  
2. The Academy is supported as part of our DNA   
3. It is affordable for fans to watch matches   
4. There is a clear considered plan to reunite ownership of The Valley  
5. I feel proud to say I support CAFC  

These priorities remain very similar to last year although affordability has swapped places in priority with a plan to reunite ownership of The Valley. (NB among CAST members The Valley remains the third most important priority.)

We then asked whether the club is living up to the standards in the Charter. These are the results across the priority points:

• The club would not change any of our core traditions (eg colours, Red Red Robin) 87% agree (43% strongly)
• The Academy is supported as part of our DNA  94% agree (47% strongly)
• It is affordable for fans to watch matches  78% agree (19% strongly)
• There is a clear considered plan to reunite ownership of The Valley  37% agree (14% strongly)
• I feel proud to say I support CAFC  95% agree (58% strongly)

Looking year on year, belief in affordability has improved from 72% to 78% and belief that the club would not change our core traditions has jumped from 78% to 87%. Agreement that there is a plan for ownership of The Valley has fallen slightly from 39% to 37%.

Fan Engagement Plan

Last year we introduced a range of questions concerning fan engagement for the first time. Results show that there remains work to be done but there has been some good progress in terms of openness and transparency from club directors and senior management, and some improvement in responsiveness to fan issues from the club. 

19% agreed that the fan engagement is "all just lip service" but 59% disagreed. 22% said they didn't know. Last year 28% agreed, 47% disagreed and 28% didn't know so we see a drop in cynicism and more fans feeling able to offer an opinion.

45% agreed that Charlton's fan engagement is amongst the best in the EFL. 10% disagreed and 45% didn't know. 

38% agreed that they knew who to contact at the club if they had an issue but 38% disagreed. This represents no change from last year so there is work still to be done on this.

When asked whether the club responds quickly to fan issues, 45% agree, 20% disagree and 36% don’t know. Agreement is up from 32% last year so there is tangible progress here, albeit still more needed. 

84% agree that current owners are more committed to fan engagement than previous owners 5% disagree and 11% don’t know. 

When asked whether Directors and senior managers are open and transparent with fans, 65% agree, 8% disagree and 27% don’t know.  This is a significant improvement year on year – from 44% agree, 21% disagree and 36% don’t know last year.

We added a question about CAST this year which will provide us with a benchmark for the future:

We asked whether CAST does a good job of engaging with the club on behalf of fans. 83% agree, 5% disagree and 11% don’t know.  When looking specifically at responses from CAST members, agreement increases to 92%.

 

Respondent Profile

89% are male 

16% are aged under 45, 36% are 45-64, 31% 65-74 and 16% 75+

81% have supported CAFC for over 30 years (54% for over 50 years) 

42% attend no away games at all. 29% attend 1-3 away games. 14% attend 4-6. 11% 7-15 and 4% attend 16 or more 

64% are CAST members

35% are Valley Gold members

12% live in Royal Borough of Greenwich, 17% elsewhere in SE London and 31% in Kent. 17% are elsewhere in London/ SE England. 19% elsewhere in the UK. 3% outside the UK.

We will share these results with the club. We will provide further analysis in the next couple of weeks of your general comments and your feedback on CAST's performance.