With the 2024/25 Premier League season about to start, Football Supporters Europe (FSE) is delighted to highlight the work of Liverpool FC’s SLO Yonit Sharabi in the latest edition of its SLO Spotlight series.
The goal of the SLO Spotlight feature is to enhance the recognition and awareness of SLOs. We want to provide a platform for SLOs to gain knowledge from their peers by learning about their experiences and for supporters to deepen their understanding of the role too.
Yonit has been with Liverpool FC for over 14 years and has been a regular attendee to FSE’s SLO Network Meetings, where she has been a valuable contributor with her positive attitude and experience.
How long have you been your club’s SLO, and what made you decide to want to do the role for your club?
“Over the past 14 years at the club, I have been deeply committed to enhancing the experience of our fans at every touch point of their journey. From my initial tasks, which focused on improving fan engagement, to the present day as SLO, I have consistently prioritised the needs and satisfaction of our supporters.
The landscape of fan engagement has evolved significantly over the years, and I have worked tirelessly to adapt and innovate. My efforts have centred on building trust, credibility, and strong relationships with all stakeholders, recognising that these elements are crucial to success.
I am determined to continue supporting our fans throughout their entire journey, ensuring that their experience with the club is always exceptional. Whether it is through personal interactions, digital platforms, or matchday experiences, my goal remains the same: to create memorable and positive experiences for every fan.”
What are you most proud of achieving since becoming your club’s SLO?
“There are countless accomplishments I am proud of, thanks to the incredible teamwork at our club. One notable achievement is the setup and implementation of a comprehensive programme for frontline managers for our matchday operations. This initiative, known as The Red Thread, focused on developing our managers, fostering cross-functional collaboration, and enhancing the Anfield match day experience.
Importantly, it directed our attention to what truly matters to our fans and the club. This programme has been instrumental in creating a cohesive and dynamic environment, ensuring that every matchday is a memorable and enjoyable experience for our supporters.
Another significant achievement has been our unwavering commitment to making the Anfield experience unparalleled. This dedication was recognised with the Visit Football Matchday Experience Award, which we won for five consecutive years. Additionally, our efforts to enhance accessibility earned us the top spot for the Accessibility Supporter Experience for three consecutive years. These accolades reflect our relentless focus on delivering the best possible experience for all our supporters.”
Liverpool has enjoyed European campaigns consistently recently, how have you found that experience and working with SLOs from clubs across Europe?
”Liverpool’s consistent participation in European campaigns has been an incredibly enriching experience. It has provided me with the opportunity to work closely with SLOs from clubs across Europe, fostering a collaborative environment where we can share best practices and learn from each other.
Building strong relationships with other SLOs has been crucial in planning for games, managing matchday operations, and handling post-game activities. This collaboration ensures that we can provide better support to our travelling fans, making their experience seamless and enjoyable. Having a direct point of contact with SLOs from other clubs allows me to be more supportive and responsive to the needs of our fans, addressing any issues promptly and efficiently.
This international collaboration has not only improved our operations but also strengthened the sense of community and mutual respect among European clubs.”
How well are you known among the staff at Liverpool FC and the fans of the club?
“I consider myself fortunate to have been part of Liverpool FC for many years, which has allowed me to build meaningful connections with both the staff and our fans. While I don’t seek personal recognition, I hope my commitment to enhancing the fan experience and supporting my colleagues has made a positive impact. My focus remains on contributing to the club’s success and ensuring our supporters have the best possible experience.”
If you were giving advice to other SLOs, what do you think is the key to success in the role?
“The key to success in the SLO role lies in effective communication and genuine empathy for the fans. Building strong relationships based on trust and transparency is essential. By actively listening to supporters’ concerns and feedback, and consistently advocating for their interests within the club, you can foster a positive and inclusive fan experience.
Collaboration with various stakeholders, both internally within the club and externally with other SLOs and fan groups, is also crucial. This ensures that decisions and initiatives are well-informed and reflective of the broader fan community’s needs.
Flexibility and adaptability are important traits, as the role often involves navigating diverse challenges and situations, especially on match days.
Above all, maintaining a passion for football and a genuine desire to serve the supporters will drive your success as an SLO. Your dedication to building a supportive and engaging environment for fans will resonate positively throughout the club and community.”
If you could give one simple message to all supporters of your club about the SLO role, what would it be?
“To all supporters of our club, I want you to know that as your SLO, my commitment is unwavering. My role is not just about managing operations; it’s about being your advocate, your voice within the club. I am here to ensure that your experiences are positive and memorable and that your concerns are heard and addressed.
Your passion and dedication are what drive this club forward, and I am privileged to work alongside you all. Together, lets continue to strengthen our community and make every match day an unforgettable experience for every supporter. Thank you for your trust and support—it means the world to me and our entire club.”
You took part in the UEFA Academy training for the Premier League SLOs. What were your thoughts on the experience?
“Participating in the UEFA Academy training for Premier League SLOs was an invaluable experience. It provided me with comprehensive insights into best practices and innovative strategies for enhancing fan engagement and support across European football clubs. The opportunity to collaborate with SLOs from different leagues and share experiences was incredibly enriching, broadening my perspective on the challenges faced in other countries which are so very different to our own.
The training emphasised the importance of building strong relationships with fans and stakeholders and fostering a supportive and inclusive environment at our club. It also highlighted the significance of continuous learning and adaptation in the ever-evolving landscape of football fandom.”
How well do you know your counterparts in the other Premier League clubs?
“I am fortunate to have built and continue to cultivate fantastic relationships with my counterparts in other Premier League clubs. Over the years, these connections have been invaluable in sharing best practices, collaborating on fan engagement initiatives, and supporting each other in our roles as SLOs.
The network of SLOs across the league allows us to exchange ideas, learn from each other’s experiences, and collectively strive for the highest standards in supporter relations. Whether it’s through regular meetings, workshops, or informal conversations, I am constantly inspired by the dedication and passion of my fellow SLOs. In a role that can sometimes feel very lonely, these relationships are so important and make such a massive difference.
Building strong relationships with new SLOs entering the role is also a priority for me. I believe in the power of collaboration and solidarity within the Premier League community and beyond (Europe).”
What would you say is the biggest challenge for Premier League SLOs in the coming seasons?
“The biggest challenge will be navigating the complex landscape of fan engagement amidst evolving demographic trends and changing fan behaviour. SLOs must ensure robust communication and consultation processes with supporters to foster a positive and inclusive matchday experience.
One of the critical aspects is maintaining high levels of fan engagement. As the demographics of football fans continue to diversify, SLOs must adapt their strategies to cater to different age groups, cultural backgrounds, and preferences. Engaging younger fans through digital platforms while ensuring older supporters are not left behind is a delicate balance that needs constant attention.
Accessibility remains a significant challenge, particularly in ensuring facilities are inclusive for disabled supporters. This involves not only the physical infrastructure, such as accessible seating, appropriate ratios of bays in each stadium, and easy access to amenities but also the broader inclusivity measures like clear communication of available services and support.
Travel considerations are another vital area of focus. SLOs must work closely with clubs and the league to minimise disruptions caused by fixture scheduling, especially regarding kick-off times and the impact of strikes or rescheduled games on fans’ ability to travel. This requires a collaborative approach with transport authorities to provide feasible travel options and timely information to supporters.
Ultimately, the role of the SLO will be pivotal in ensuring that the Premier League continues to provide a world-class experience that is accessible, inclusive, and engaging for all fans.”
Football Supporters Europe would like to thank Yonit and Liverpool FC for taking part in the interview.
You can read our EURO 2024 SLO Spotlight special edition here.
Learn more about SLOs and FSE’s role in developing the position here.
Contact us to find out more about the Supporter Liaison Officer role.