Season ticket holders are some of the most important customers to a team.
Fan voices are important, but they are even more important when backed up with financial and time commitment. But what if they could actually influence some decisions? Give an opinion on the new jerseys, tweak the concessions, or push for a change that was inspired from another team? Enter fan councils: volunteer squads of passionate fans (often STMs) who huddle with team execs to drop real feedback.
These aren’t just feel-good chats. Several teams have moved forward with a fan council to gain trusted market research and insights. Drawing from real examples across leagues, let’s break down how they spark, what they deliver, and how your team could launch one.
How Fan Councils Get Rolling
Fan Councils can start small: one conversation with a season ticket holder, an internal meeting with the ticketing staff, or executives reviewing the annual surveys. The spark? A simple conversation with the right people, and see where it snowballs.
The Houston Texans launched their Fan Council on March 27, 2023, as a deliberate pivot in a broader franchise reset following several disappointing seasons. Timed just after hiring DeMeco Ryans, and ahead of drafting CJ Stroud and Will Anderson Jr., it was positioned as a tool to “build an even deeper connection to our fanbase” and integrate fan feedback into decisions on gameday experience, branding, and more. SVP Doug Vosik emphasized: “The feedback we receive will be at the heart of our decision-making moving forward,” signaling a proactive effort to restore loyalty amid rebuilding.
St. Louis City SC’s CITY Moves program, introduced in early 2025, embodies a core value of inclusivity woven into the club’s DNA. It was positioned as a tool to “create direct lines of communication between CITY and fans from diverse communities,” allowing input to shape a Club where supporters feel safe, welcomed, and proud. Officials responded to fan challenges at an early workshop by implementing accessibility upgrades like mobility-inclusive autograph zones, Touch2See tablets for visually impaired fans, and adult changing tables in family restrooms.
The Minnesota Wild’s Fan Advisory Board, established to foster the “Greater State of Hockey,” recruits dedicated season ticket holders for two-year terms to advise the front office on enhancing fan experiences and community ties. It positions Season Ticket Holders as key collaborators in shaping everything from gameday enhancements to foundation initiatives.
When Grassroots Goes Viral
Forget the org charts. Some of the biggest game-changers start with fans who just show up, turning personal passion into movements that force teams to listen. These unofficial influencers prove that influence isn’t handed out; it’s earned through sheer fandom
In the summer of 2011, Del Reid’s use of #BillsMafia started a new trend. It was a calling card to understand who was a real Buffalo Bills fan. Soon enough, the term started getting thrown around in the locker room. The mantra snowballed into a global force, boosting attendance and energy without a dime from the Bills. Reid leveled it up in 2013 by co-founding 26 Shirts; every themed shirt funnels 100% of profits to Buffalo causes, raising millions for kids’ hospitals and families. The Bills? They finally trademarked “Mafia” in 2020, weaving it into official merch and promos. Reid was formally recognized as Bills Fan of the Year in 2023.
Then there’s Colorado’s CU Twins, Peggy Coppom and Betty Hoover Fitzgerald – identical sister STMs whose 80+ years of synced cheers at Folsom Field turned them into Buffaloes legends. The twins attended over an estimated 2,500 CU sporting events in person in nine sports: football, men’s and women’s basketball, baseball, soccer, volleyball, track and field, lacrosse and women’s tennis. Their ritual? Matching outfits, synchronized hype that inspired generations of sections and tailgates. CU immortalized them with named seats, ESPN shoutouts, and game-day honors.
Major League Baseball launched the MLB’s Fan Council in spring of 2025. This is the league’s first swing at unified fan input. There is no flashy website or major announcements, but fan council members share the monthly meeting recaps with their own social following. If the league is paying attention from the top down, your team should be, too.
While this type of fan inclusion is trending positively in the United States, these types of practices are standard, and sometimes laws, in Europe. For example, the 50+1 rule is a cornerstone of German football, mandating that club members, often everyday supporters, hold at least 50% plus one voting share in the club’s decision-making, ensuring fans have a strong voice in key choices. This influence shines brightest in Europe’s supporters sections, where ultras orchestrate chants, drum beats, banners, and that pulse that defines gamedays. MLS clubs were quick to adopt some of these fan traditions, but American fans can’t match the same level of influence on team policy.
Launching a Fan Council at Your Team
Ready to rally? Check out this earlier story from u/Titans_Front_Row. The Titans are in the process of building a new stadium, and he helped create a Tennessee Titans Fan Zone with significantly reduced PSL Pricing. He made enough phone calls to the team and ended up becoming on a first name basis with team ownership.
Gauge Interest: Ask around your section or team subreddit – “Who wants input on (team subject)?” Aim for 10-25 diverse STMs (mix vets, rookies, families, businesses, seat locations).
Pitch the Front Office: Email your ticket rep or talk to the team: Reference other teams as models. Try to gauge their interest and ability.
Structure It: 1-2 year terms, 4 to 5 meetings/year. Cover specific topic each meeting: ticketing benefits, fan accessibility, branding, gameday traditions, or concessions.
Keep It Real: Mandate confidentiality for candid conversations, but share wins publicly.
Measure Impact: Track participation, team feedback, and overall changes.
The message is clear: whether you’re a single fan with a viral idea or part of a formal Fan Council, your commitment as a Season Ticket Holder is meaningful. Teams are starting to treat their most dedicated fans not just as customers, but as market analysts and culture creators. Don’t wait for your team to ask. Use these success stories to consider your pitch. Start the conversation, rally your section, and take a seat at the table. Your voice is already in the building.
Author
Andrew Vitale
