Introduction
The 2025/26 season is one that many Spurs fans would rather forget. The club came as close to relegation as it ever has for a generation, home wins were rare and there was little for supporters to cheer. However, changes in personnel which began towards the end of the season and continued through the summer have brought a renewed sense of optimism. This is reflected in our survey results.
The survey was open to all Spurs supporters – Trust members and non-Trust members, match-going and non-match-going fans, UK-based fans and overseas fans. It was open from 7 August until 28 August 2026 a few days before the end of the summer transfer window. Over 1500 total responses were received.
The breakdown of respondents was as follows:
- 68% THST members, 32% non-THST members reflecting a much greater proportion of Trust members than in recent surveys.
- 35% aged over 65, 22% aged 55-64, 20% aged 45-54, 14% aged 35-44, 6% aged 25-34, 2% aged 18-24 and the remainder under 18 which is consistent with previous surveys.
- 47% General Admission Season Ticket holders, 12% General Admission Concession Season Ticket Holders, 26% One Hotspur members, 3% Premium or 1882 Club members, 12% non-members.
The proportion of women (10%) shows a small increase compared with previous years and there was a slight increase in the proportion of those who consider themselves to have a disability (12%). While most respondents were white and heterosexual, 5% have non-white or mixed ethnic backgrounds, and 3% described themselves as gay, lesbian or bisexual.
Throughout this report, we use the abbreviations ST holder to refer to Season Ticket holders and OHMs to refer to One Hotspur members.
We thank everyone who took part and encouraged others to complete the survey.
Season tickets and OH memberships
Perhaps reflecting the renewed sense of optimism the new management staff and summer transfer activity have triggered, 99% of ST holder respondents said they had renewed for the 26/27 season. Following the second successive price freeze requested by THST, subsequently agreed by the Club, supporter satisfaction with pricing has broadly levelled out and is consistent with last year’s result. 2 years previously, approximately half of all respondents were dissatisfied or very dissatisfied whereas now that figure is 39%. 32% are neither satisfied nor dissatisfied, and 28% are satisfied or very satisfied.
The picture is more positive in relation to supporters’ sense of value for money a OHM provides with 45% being satisfied or very satisfied. The Club has made a conscious effort to improve the quality of benefits packaged with OHMs and this appears to be reflected in these results. 37% are neither satisfied nor dissatisfied and 17% are dissatisfied or very dissatisfied.
General ticketing
A significant majority of respondents (76%), and 84% of those aged over 65 years, expressed dissatisfaction with the decision by the Club to pause and reduce the discount offered to seniors.
When asked about Premier League matchday pricing, just 9% or respondents were satisfied or very satisfied, whilst a majority (61%) were dissatisfied or very dissatisfied. The position on European and domestic cup pricing was not as striking but still shows significant dissatisfaction with 16% satisfied or very satisfied and 48% dissatisfied or very dissatisfied.
40% of respondents (40%) did not have a view on the proposed introduction of NFC and rotating barcodes this season, whilst 38% were in favour and 22% were against. THST urged the Club to communicate more about these changes and is pleased that an email went to supporters about these changes prior to the start of this season. Now that supporters are using the system, we will survey supporters on their views as to implementation at the end of the season. We are also monitoring issues with some types of devices and will press the Club to resolve these as a matter of urgency.
Away ticket allocation
The issue of the lack of access to away tickets continues to cause consternation amongst the fan base and with ST holders in particular. THST’s position is that the Club should do more to ensure that away tickets are used by the season ticket holder that holds the most loyalty points and not transferred to someone else.
A majority of respondents (41%) and a higher majority of ST holder respondents (48%) indicated that they were either dissatisfied or very dissatisfied with the allocation of away tickets according to loyalty points. 38% did not have a view and 21% were satisfied or very satisfied.
When asked for their views on the allocation of away tickets between general admission (80%), and premium, players, Club staff and sponsors (20%), the largest response (44%) was neither satisfied nor dissatisfied closely followed by 43% either dissatisfied or very dissatisfied.
The largest response to the question of whether the Club does enough to prevent unauthorised distribution of away tickets was “don’t know” (37%), followed by “rarely” (24%) and “sometimes” (15%). Just 10% thought the Club “always” or “usually” did enough in this area.
On the pitch
There’s no escaping the reality that, viewed overall, the 25/26 season was disastrous and almost ended in the ultimate humiliation of relegation. The results of our survey show that 0% of respondents were satisfied (or very satisfied) with the on pitch performance last year. Just 2% were neither satisfied or dissatisfied and a whopping 98% were dissatisfied or very dissatisfied.
We asked supporters to comment on the transfer policy for the 25-26 season. The summer 2025 window started positively with the signing of Kudus and later with Xavi, but other transfers fell through and it ended with the club confirming completion of transfers already agreed and left many feeling the team had been left short. The winter window came and went with the club failing to significantly strengthen the squad and appeared to walk blindfolded into a relegation dogfight. It is therefore hardly surprising that just 4% of respondents were satisfied or very satisfied with the 25/26 transfer policy. 10% were neither satisfied nor dissatisfied and an eye watering 85% were dissatisfied or very dissatisfied.
This summer has appeared to bring a change in player recruitment policy with the club signing experienced and established Premier League players. This may have led some of the Club’s existing young players – signed on the possibility of future potential – to seek an exit from the Club due to the lack of a clear pathway into the first team. In our survey, 13% of respondents were satisfied or very satisfied with the Club’s academy/homegrown player policy. 29% were neither satisfied nor dissatisfied. 57% were dissatisfied or very dissatisfied.
The Club is unlikely to argue with supporters over their dissatisfaction with on pitch performance during the 25/26 season and the transfer activity (or lack thereof) during that season. At this stage of the season it is hard to criticise the shift in policy to recruit Premier League proven players but the Club will need to work hard to show promising young players that they will have an opportunity to shine at Tottenham.
Five Principles Survey
The Five Principles survey reflected a general improvement in respondents’ attitudes towards the Club with one exception. By way of reminder, this survey asks supporters to rank the Club’s performance out of 10 on each of the Principles. The average scores for each were (with the previous survey’s average score shown in brackets):
- Commit to winning05 (2.93)
- Attract and retain talent 35 (2.92)
- Future proof success 34 (4.8)
- Lead with integrity 64 (3.86)
- Fans first 92 (3.0)
Summary
The wide sweeping changes in the executive leadership, management and playing personnel throughout the season may have contributed to the general improvement in supporter sentiment. The exception to this is for “Future proof success” – as demonstrated elsewhere in the survey results, this may mean the supporters are more concerned than in previous seasons about the Club’s ability to nurture young talent and provide a pathway to the first team.
Whilst the Club should note supporters’ increasing concern about sustainable success, it can be pleased that sentiment is improving amongst fans. However, results on the football pitch are paramount and future surveys are unlikely to continue this trend unless on-pitch results improve.
Ownership
Last year’s survey, for the first time, showed respondents in favour of a change in ownership. In a swing the current owners are sure to take some comfort from, the majority of respondents felt ENIC did a good job on the business side but should focus more on football (58%). This goes back to the historic position where this was the majority view in repeated surveys.
However, the results show that supporters are not entirely satisfied. 24% want a change in ownership if a credible new owner steps forward and 9% want ENIC to sell up regardless. Just 2% of respondents are happy with the job ENIC is doing which is hardly a stamp of approval.
The survey again showed a majority of respondents do not feel the Club does enough to celebrate its history and heritage. THST has repeatedly lobbied the Club to do more and will continue to do so.
Home comforts
The Tottenham Hotspur stadium was not a happy place for much of last season. 10% of respondents were very dissatisfied with the atmosphere at our home and 27% were dissatisfied. On the other hand, 28% were satisfied and 4% were very satisfied. This split in opinion may reflect the fact that the fanbase continues to visibly work to improve the atmosphere through fan-led initiatives and with noticeable results. However such initiatives would arguably not be so imperative if the atmosphere were better to begin with.
There has been a further decline in satisfaction with food and drink at the stadium with only “availability” showing a majority of satisfied respondents (53%). The largest area of dissatisfaction is with the “price” of food and drink. 21% were dissatisfied with speed and standard of service and 18% were dissatisfied with the “choice”.
Last year’s survey showed some improvements in “availability” and “choice” – reversing years of decline – but this year’s survey shows further decline in satisfaction.
We will raise these points with the Club as part of our structured meetings with Club executives.
Spurs are on the telly
We repeated the question from last year asking match-going fans to indicate their least favoured kick-off times from the current main broadcast slots, asking them to choose as many as applied. The main difference this year was that Friday night supplanted Monday night as the least popular kick off time. The results were as follows:
Friday night 7:45/8pm 60%
Monday night 7:45pm/8pm 59%
Saturday night 7:45/8pm 52%
Sunday late afternoon 4:30pm 26%
Sunday early afternoon 12pm/12:30pm 23%
Saturday early afternoon 12:30pm 21%
Saturday teatime 5:30pm 14%
Sunday mid-afternoon 2pm or 2:30pm 9%
The vast majority of UK-based respondents (95%) agreed with the statement “Far more consideration should be given to match-going fans when moving matches for TV.” 40% of respondents were unable to attend at least one match due to the kick-off time being moved for broadcast. Of these respondents, 13% were left out of pocket financially and 11% lost leave or holiday from work as a result.
THST: How are we doing?
As a member-led organisation, we are particularly interested in the views of our members and supporters generally on our performance. 52% of respondents are satisfied whilst 17% are very satisfied. We will do more to try to satisfy the 24% of member respondents who are neither satisfied nor dissatisfied as well, of course, as all those who are not satisfied.
Taking our lead from the survey results, we will press the club on ticket pricing (season tickets and match day tickets); the price and choice of food and drink, and service standards; doing more to ensure away tickets are used by the person to whom they were allocated; ensuring sustainability of elite football (including providing a visible pathway from the academy to the first team), doing more to celebrate history and heritage as well as holding the owners and executives accountable for improving the on pitch performance.
We continue to grow and develop our board and are always welcoming to supporters of our great club who want to get involved and contribute, in whatever capacity they can.