Albion win global award for best fan engagement

2025-11-27T10:15+00:00

Albion's chief commercial officer Russell Wood (with trophy) flanked by chief technology officer Mark Loch (left) and head of digital Piers McDermott and presenters Jamie Carragher and Peter Crouch.

The club is proud to announce that we won the Best Fan Engagement category at the prestigious Global Football Industry Awards.

This international accolade recognises the club’s pioneering approach to connecting supporters with the game through cutting-edge digital innovation, immersive experiences and community-driven initiatives.

The award celebrates organisations that set new standards in fan interaction - whether through technology, creative content, supporter networks or unforgettable experiences. Albion triumphed over an elite shortlist featuring global football powerhouses and leading brands including Real Madrid, The Premier League, TikTok, EA Sports & Chelsea.

Chief executive and deputy chairman Paul Barber was runner-up in the Gamechanger Award which honours the bold initiative, innovation, or individual that has disrupted the status quo and reshaped football’s future in a powerful way.

Head of Digital Piers McDermott said: “Winning this award is a testament to the relentless creativity and dedication of our talented teams. Our goal has always been to bring fans closer to the club - whether they’re at the stadium or globally - and this award against strong competition is great recognition of those efforts."

Hosted by former England stars Peter Crouch and Jamie Carragher, the ceremony brought together senior representatives from clubs, global brands, agencies, and governing bodies.

Carragher said: “Football has grown into one of the most powerful industries in the world, shaping media, technology, finance, culture, and the communities built around it. But far too often, all the attention goes to what happens on the pitch, while the people and organisations who keep the sport running are left out of sight.

“That’s why the Global Football Industry Awards matter. They shine a light on the professionals, agencies, clubs, and global brands whose work ensures the game continues to grow.”