Fair Game Conference maps out a route for a fairer future for football

Fair Game’s Jon Reeves reviews Fair Game’s third annual conference which took place on 28-29 May

THE third annual Fair Game Conference, which took place at the end of May, once again brought together a range of leading industry figures passionate about safeguarding the future of our national game.

Hosted over two days (28-29 May) for the first time and held at AFC Wimbledon’s Cherry Red Records Stadium, the theme of the conference was ‘Building a Fairer Future for Football’.

Attended by over 150 people, it featured 15 key topics that were separated into five different streams that covered fans, equality and ethics, governance, finance and clubs. 

The conference was kicked off by Fair Game CEO, Niall Couper, who set the scene for a series of productive workshops and discussions.

On day one, the Fan stream covered a range of issues from ticket pricing and affordability to whether the Regulator should define a minimum standard for fan engagement.

The discussion was structured around Fair Game’s consultation with supporters and was reinforced by recent academic and industry research.  

It was recognised that effective engagement must reflect the diversity of fanbases and encourage decision-makers to consider the financial implications and the cultural impact of proposed changes.

One of the most powerful messages was the idea of owners as custodians, and that “owners may hold the keys, but the club belongs to the fans.” It was felt that embedding fan engagement is central to honouring that custodial responsibility.

The Equality and Ethics stream began with a workshop on state-ownership of football clubs, mega sporting events and sportswashing. It was agreed that these events often gloss over or entrench authoritarianism, providing cover for states with authoritarian tendencies.

The second workshop involved a detailed discussion about sexism remaining prevalent in the men’s game, from boardrooms and club staff to terraces, social media, and online fan groups. With sexist attitudes often minimised as "banter" or dismissed entirely by those in leadership positions, women working in clubs or the media face overt discrimination, inappropriate comments, and exclusion from decision-making.

The Governance stream considered what an ideal governance code would look like in reality. It explored best practice and how football can implement meaningful reforms, building on Fair Game’s draft governance code. Led by Greg Campbell, partner at Campbell Tickell and co-author of the draft code, the session concluded the code is well aligned with the views of many fans.

What kind of extra support clubs could receive within a regulated environment was discussed by Bernadette Young and David Gracie from Indigo, alongside Greg Campbell.  It focused on the practical realities clubs will face as the Independent Football Regulator (IFR) becomes operational and concluded that clubs shouldn’t resist change and focus achieving compliance without compromise or collapse.

The Finance stream started with a focus on fair compensation for player development that saw clubs from across the football pyramid share their experiences and concerns. With transfer fees rising, data-led recruitment is growing, and large clubs often acquire players after the most resource-intensive years of development have passed. This makes academy provision financially unsustainable for many lower-tier clubs. Without reform, fewer clubs may invest in youth, which would damage the entire football pyramid.

Another session examined whether the financial frameworks in place across English football effectively address player wage inflation and explored how to create a more sustainable future.

Overall, there was a clear appetite for more integrated, consistent, and proactive regulatory systems that support strategic planning, reduce financial risk, and reward responsible management. There was broad agreement that addressing player wage inflation requires a more proactive and structured regulatory framework.

Consideration of how fairly the £3.2bn is distributed throughout the football pyramid saw reflection on the balance of funding between leagues and what the appropriate ratio of distribution would be. The ratios discussed broadly aligned with those proposed by Fair Game, but concerns were flagged about ensuring distributed funds wouldn’t be used for additional wage spend or ‘pocketed’ by the owner.

Research from Birkbeck University of London, presented by Dr Richard Evans, identified the need for parachute payments but found they are excessive. The Club stream further considered the balance between ambition and sustainability more broadly.  

After lunch, acclaimed journalist Adrian Goldberg hosted a live edition of his podcast, entitled Where’s the Money Gone, and was joined by guest and former Charlton Athletic and Sunderland CEO Charlie Methven.

Day one was brought to close with a keynote speech from former Irish international and Premier League player, Gareth Farrelly. Gareth, who’s also CEO of the Union of European Clubs, shared stories from his playing career and mapped out his hopes for the future of the game.

Day Two brought the launch of Fair Game’s new Experience Zone, which featured a variety of clubs and showcased stories about the trail of woe the football ecosystem has left in the last few decades.

A session with Wimbledon MP, Paul Kohler, and Dons Trust Board member, Alex Folkes followed before an in-depth discussion about what the Regulator Means for Football. Speakers, including former FA Chair, David Bernstein and former Shadow Sports Minister, Clive Efford MP, examined how the independent regulator would work, who it would impact and what it hopes to achieve.

The next workshop focused on Why Equality Matters and Breaking Barriers in Football, and featured Owain Davies from Level Playing Field, Lisa Paul from Women in Football and Paul Hill from Show Racism the Red Card.

It was recognised that inclusive and honest education is needed, and programmes like Beyond Equality were praised for creating spaces where young men can openly examine attitudes about gender and women.

With diversity at leadership levels lacking, there was a clear call for more representative and inclusive governance structures. The growing resistance to EDI efforts was considered and it was agreed that clubs don’t always understand intersectional experiences well. Initiatives that bring fans together across lines of identity to learn and problem-solve were seen as promising.

The afternoon featured a special session with Kelly Simmons, one of the most influential figures in English football development. From growing the women’s game to building more inclusive pathways into the sport, Kelly explored the need for football to evolve so that it remains a game for everyone.

There was also a focus on crisis clubs and preventing clubs from collapsing, exploring why clubs continue to go into administration despite financial regulations and the role of fan ownership, sustainability models and governance reform.

The final workshop was dedicated to the European Super League and whether the notion to introduce it was actually dead. Speakers included Dennis Gudasic from the Union of European Clubs, Rachel Martin from the Tottenham Supporters Trust and Dan Silver from the Chelsea Supporters Trust.

If you’d like to enquire about attending next year’s conference or about potential sponsorship opportunities please email niall.couper@fairgameuk.co.uk