England’s top football clubs often prioritise foreign markets over domestic fans, and overseas supporters are buying into clubs’ history and community more than ever. How can clubs remain close to their legacy supporters while creating new products and experiences for future fans?

Leyton Orient FC has announced that it will reduce the price of matchday tickets in December 2022 to help give fans access to affordable football. The move comes in response to the cost of living crisis pricing fans out of collective entertainment experiences like the World Cup.

Traditionally, football has been a key component of regional and local identity in England. But with the Premier League now defined more by wealth than locality, fandom is increasingly divorced from its local roots. What does this mean for the future of the nation’s favourite sport?

Despite football fandom ever-increasing and diversifying, the beautiful game still struggles when it comes to inclusivity. With fans expecting clubs, associations, and brands to provide more equitable and inclusive spaces, EFL has launched an updated equality, diversity, and inclusion strategy.