New Ipsos research released as part of the Independent Football Regulator’s State of the Game report

Ipsos were commissioned by the Independent Football Regulator to conduct qualitative and quantitative research with fans of teams in the top five divisions of men’s English football. This research explored attitudes towards several key aspects of men’s English football within the IFR’s remit, with findings incorporated within the State of the Game report.

Key findings include: 

• 88% of football fans say football is important to national culture and identity. 84% think football is important to a sense of community in towns and cities, whilst 64% think football is important to their personal identity.
• 65% of fans know how to engage with their club, while 62% are satisfied with their club’s overall approach to engagement. 
• Fans most want to engage with their club on ticket prices and allocations (54%), the matchday experience (45%), and the club’s approach to fan engagement (44%). Social media (40%) is the most common way fans engage with their club, followed by other club communications like newsletters and emails. 
• Focus groups highlighted the importance of friends, family, and geographical proximity in determining club support. Many fans describe their support as non-negotiable, with family connections and club loyalty being key factors.
• Around a third of fans (32%) in England and Wales who support a club in the top five divisions would feel a high level of distress should their club be dissolved or cease to exist.
• 31% of fans say they would continue to follow men’s football in England and Wales but would not support another team if their club ceased to exist. 
• More than half of fans (56%) say they would consider taking at least one action if their club faced the threat of being dissolved. This includes raising awareness or support for the club by participating in fan or community events, attending meetings, or posting online (25%), or joining a supporters’ trust/ association (21%).
• The survey also found that aspects of club heritage are prioritised by fans. This includes the club history (91% noting as important to them personally), the location of the home stadium, match day traditions and atmosphere, the community presence of the club and engagement with fans (all 87%), and the club team name (86%).

Technical note

• Ipsos interviewed a representative sample of 4,092 adults aged 16+ across England and Wales, including 1,904 who described themselves as supporting at least one men’s team in the top five divisions of men’s English and Welsh Football. Polling was conducted online between 10-14 April 2026. Data are weighted to match the profile of the population. 
• The Independent Football Regulator’s full State of the Game research can be found here.
• Ipsos’ full report can be downloaded here and below.