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On the 13th of May, Wembley Stadium, Soccerex will bring together a panel of experts from Celtic FC, Nationwide and the Football Supporters Federation, to discuss how football clubs and the industry as a whole interact with their number-one stakeholder – the fans.

In the modern era, developments in marketing and technology have dramatically increased the number of ways with which football clubs and their fans can interact. However, will these commercial developments in football always be at the cost of the fan? Or can they grow together? This panel will look at the future of fan interaction and how the game as a whole can include and safeguard the interests of its domestic and international fan bases.

Peter Lawwell (CEO, Celtic FC) will reveal how his club continues to attract new fans from around the world and caters for its loyal supporters. Celtic’s famous Celtic Park stadium is the largest capacity ground in Scotland and they hold an average attendance of 52,047, the third highest in the UK, beaten only by Manchester United and Arsenal. Celtic’s famously loyal support was demonstrated when they reached the 2003 UEFA Cup final in Seville, where they brought approximately 80,000 fans, the largest travelling support in history. Peter will address London Forum delegates on how a club such as Celtic FC generates revenue from its fans but maintains their interests at the heart of the club’s decisions.

Also speaking on this intriguing topic is Chris Hull, Nationwide’s Sponsorship Controller. Nationwide have been involved in football sponsorship for over a decade and are currently the Official England, Northern Ireland and Wales Teams’ Sponsor and an Official Partner of the Scotland Team. From a brand position Chris recently commented that ‘these sponsorships form a very important part of our communication process and it is a great way to promote our brand to a huge audience’. Chris will also speak, about how through Nationwide’s long-standing association with football, they have helped improve fan interaction as well as further their business interests.

Heading up this panel is Kevin Miles (International Co-ordinator, Football Supporters Federation). As a key organisation representing English club and national fans, Kevin will outline how he feels fans are benefiting or being hindered by certain commercial developments within the game. Kevin’s duties cover England national fans and English club fans abroad; we will hear his views on whether he feels the English football industry can learn from other European nations, leagues and clubs from how they interact with their fans?

The Fan Interaction Panel is just one of five expert conference sessions taking place at Europe’s premier football business event. In conjunction with the London Forum’s conference programme there will be over six hours of structured and informal networking sessions, attended by 900 senior football industry executives.