Customer Charter

24th April



24th June 2023



Club Vision


Aspire to success on the pitch while honouring our rich history and traditions, contributing positively to our community, valuing the efforts of our hardworking employees and recognising the loyalty of our dedicated fans.


Proposed values:


  • Welcoming – Welcoming to all


  • Bold – Bold enough to be different


  • Ambitious – Ambitious in our aspirations


  • Fans – Fans’ needs are our focus


  • Community – Community-minded


  • Welcoming – Bold – Ambitious – Fans – Community




1.1 West Bromwich Albion Football Club aims to provide its supporters and its neighbouring community with the opportunity to watch live football in a high-quality stadium. We aim to provide our supporters with a team which is successful and of which they can be proud.

1.2 The Club operates a policy of continual improvement in all areas of its activities.

1.3 The Club seeks to achieve a high level of service in all its operations.

1.4 The Club will ensure that its facilities are fully accessible in accordance with current legislation. The Club will further ensure that all facilities are maintained to a high standard.

1.5 The Club aims to treat all customers and supporters with respect and courtesy. The Club is committed to equality, diversity, and inclusion and has signed up to the Premier League Equality, Diversity, and Inclusion Standards (PLEDIS) and has achieved Preliminary Level and is currently working towards Intermediate Level.  Please visit the Club's Equality Statement.

1.6 Customers and supporters requiring service from the Club should use the following numbers, or email the following:

Supporter Liaison Office at or

If you need to contact the retail department, please use the following link on the website

Ticket Office

0121 227 2227


0121 524 3455

Albion Foundation

0871 271 9840

General Enquiries

0121 524 3470


*Calls to the 0871 numbers cost 2p per minute from a normal BT landline, calls from other operators or mobiles may cost more. Calls to the 0121 number are charged at standard rate and may be included free in many call packages.

1.7 To ensure that any complaint is dealt with promptly and efficiently, the Club prefers all post-match or non-match day related complaints to be made in writing and the Club will respond in writing. In the first instance customers and supporters should contact the office or department relevant to their query or complaint. The Club shall endeavour to respond to such query or complaint within 14 days. If a complaint has not been dealt with speedily and efficiently by the office or department concerned, the customer or supporter should then write to The Managing Director.

1.8 After the Club complaints stage, fans can refer complaints to IFO, now an ADR body. The complaints procedure is Club in the first instance, and then the IFO. Contact details for the IFO can be found below.

Address: The Independent Football Ombudsman, Premier House, 1-5 Argyle Way, Stevenage, Hertfordshire, SG1 2AD

Tel: 0330 165 4223 (charged at your local rate)



1.9 Supporters are encouraged to raise any match day issues with the nearest steward to try and resolve the problem there and then. If this is not possible the process identified at 1.7 should be followed


2.1 The Club continues to strive for wider access to matches for all supporters, by offering a range of ticket prices. Please also refer to the following link:


2.2 The Club operates a scheme to enable supporters to pay for season tickets by a ten-month direct debit plan through V12 Finance, or interest free through the Albion MasterCard.

2.3 Home season tickets (stilecards/app) entitle supporters entry to the Club's home league games only, please refer to the following link to see the terms and conditions that apply to such stilecards/app



For the avoidance of doubt, season tickets (stilecards/app) does not automatically entitle supporters to entry to pre-season friendlies, cup games and/or playoff games. Season tickets (stilecards/app) need to be upgraded, or a ticket must be purchased separately to attend such games. Season ticket (stilecard/app) holders do however have a seat guaranteed for purchase, for a limited time for home cup and/or play-off games.

2.4 The Club offers concessionary prices to Junior supporters (under-17), 17-19 years, 20-25 years, and Senior Citizens. Concessions to Senior Citizens are available to all genders at 65 years of age. All persons wishing to enter the stadium (regardless of age) must be in possession of a ticket or stilecard/app.

2.5 The Club provides support for disabled spectators (upon meeting relevant criteria) and their personal assistants, (spectators wishing to bring a guide dog are requested to inform the club on purchase of a ticket). Details of accessible facilities are available from the Club or viewable via the access statement.

2.6 The use of inappropriate language and / or behaviour, in any part of the stadium is not permitted and may result in ejection / club ban – this also applies to social media.

2.7 The Hawthorns is a no smoking stadium, including the use of electronic cigarettes.

2.8 A minimum of five per cent of home tickets for each game are made available to non-season ticket holders.

2.9 The Club does not offer restricted view seats for sale unless there are no other seats available in the stadium. On the occasions that restricted view seats are sold, the Club makes clear to the purchaser that the seats are restricted view, and a discounted price is charged. A seat is categorised as restricted view if the spectator is unable to view all four corner flags without moving from the seat.

2.10 As a general rule, at the sole discretion of the Club, there are no refunds for unwanted or unused tickets other than in exceptional circumstances. Please refer to the following link to see the terms and conditions that apply to such stilecards/app



2.11 If a home match is abandoned after supporters have been admitted to the ground but before kick-off, ticket holders are normally entitled to free admission to the rearranged match. If a match is abandoned after kick-off then no more than half-price will be charged to ticket-holders for the rearranged match.

2.12 The Club offers a membership scheme covering all ages, which enables supporters to purchase tickets online, in person, or over the phone, and ahead of the general public. Full details of the scheme are available on the membership page of the Club's main website at

2.13 The purchase of individual match tickets / stilecards/app shall at all times be subject to the Club's ticket terms and conditions and by purchasing a ticket and entering the ground you acknowledge and accept that you shall at all times be subject to the Club's ground regulations. Full terms and conditions and ground regulations can be found on the club website –

2.14 Due to the noise and crowds at a football match, the Club considers that it may be inappropriate for parents to bring young infants into the stadium. If, however, a parent / carer chooses to do so, then they will be responsible for that infant's welfare, comfort and safety and must purchase a valid ticket for that infant. The club does not have facilities on site to allow / store pushchairs or alike.

Further specific ticketing information can be found in the terms and conditions on matchday tickets.


3.1 Tickets for away fixtures are allocated to the Club's supporters on the following order of priority and subject to availability:

a) Away Members

b) Home season ticket holders

c) Members

d) General sale

3.2 The Club has no control over the prices of away match tickets which are determined by the home club.


4.1 The Club abides by regulations of the appropriate body, governing the allocation of tickets to visiting clubs.

4.2 The Club offers similar concessionary rates for away Disabled, Junior (under 17), 17-19 years, 20-25 years, and Senior Citizens supporters to those offered to home supporters.


5.1 The Club reserves the right to change replica kits on a seasonal basis. This is subject to contractual obligations resulting from a new technical or commercial partner.

5.2 The Club abides by the regulations of the appropriate football bodies to prevent price fixing in relation to the sale of replica kit.

5.3 The Retail Department offers refunds on merchandise it sells in accordance with its legal obligations.

5.4 The Retail Department is unable to offer refunds or exchanges on replica products that have been printed with a name or a number. This also applies if a player leaves the Club during the current season.


6.1 The Club is committed to supporting its local community and making a measurable difference led by The Albion Foundation.

6.2 The Club seeks to build close links with the community and aims to engage and inspire children and adults, regardless of race, financial status, or ability, to achieve their potential, improving their health and well-being, confidence, and self-esteem.

6.3 The Albion Foundation offers a range of activities and programmes in three key focus arears, Well-Being, Behaviour Change and Active Lifestyles (WBA) working with local schools, colleges, community, and faith groups.


7.1 The Club's staff endeavour to deal with all customers and supporters in a professional, courteous, prompt, and efficient manner. Everyone will be regarded equally irrespective of their race, colour, nationality, gender, religion, sexual orientation, disability, marital or family status, age, ethnic origin, pregnancy or maternity status.

7.2 The Club has internal systems in place, through staff contracts and policies and procedures, to ensure the above is adhered to.


8.1 A Communication Matrix is in place as part of the Club's commitment to communicate with the different stakeholder groups. This is achieved through the media (radio, television, social media, local and national newspapers), a fans consultation group and liaison with supporter clubs.

8.2 The Club communicates with shareholders on a regular and timely basis through the Annual Report, or through the consultation group and other meetings as appropriate.

8.3 Where appropriate, the Club publicises its position on major policy issues in an easily digestible form in the Club's programme, on the Club's website and by the issue of press releases to news organisations.

8.4 The Club gives the earliest possible notice of any changes to its ticketing policy together with the reasons for the changes.

8.5 The Club will hold at least two Albion Assembly fans forums per season to which its supporters are to be invited in order to discuss significant issues relating to the Club.

8.5.1 The Club will be represented at meetings by Director of Communications, Ian Skidmore, Supporter Liaison Officer, Cindy Joyce (, Board Director (s) and/or Senior Executive (s)

8.5.2 Meetings are open to Albion Assembly members only.

8.5.3 Minutes from Albion Assembly meetings are to be published on the Club’s official website,



9.1 West Bromwich Albion Football Club is committed to ensuring a safe environment and the positive welfare of all young people and adults at risk who we engage with at any of our activities and locations.

9.2 The Club has a full range of policies and guidelines for all our staff, volunteers, and visitors, this can be found by contacting the Safeguarding Team by email at

9.3 All of our Club’s activities and policies comply with guidance and national legislation and are in accordance with Sandwell Metropolitan Borough Council, the Football Association, the EFL and the Premier League.

9.4 The Club's Head of Safeguarding is Lisa Reynolds who can be contacted via email on

9.5 For more information on Safeguarding at West Bromwich Albion Football Club, please visit the Baggies Safe website,

Any urgent matter should be reported to the Police by calling 999 or 101 for non-urgent matters.


10.1 This customer charter has been effective from 1 June 2001.

Date of last amendment 24.06.2023