Customer Charter

Matchday information

"Stoke City Football Club ("the Club") aims to provide the best standards of service to supporters in relation to all of its activities."

Stoke City Football Club Mission Statement

Supporter Service

The Club will respond to any contact from a supporter within a maximum of 14 working days, by telephone, letter, post or email [email protected].

All supporter service contact should be addressed to:

Supporter Services
Stoke City Football Club
bet365 Stadium

Staff Conduct

The Club is an equal opportunities employer and is committed to equal opportunity within the organisation and will endeavour to encourage similar commitment from others within the game.

As a professional Football Club, a member of the Football Association and the Premier League, the Club is committed to confront and eliminate discrimination whether by reasons of sex, sexual orientation, race, nationality, ethnic origin, colour, religion or disability.

This will be reflected in:

- The advertisement of jobs.
- The selection of candidates for employment or promotion. 
- Job location or working environment. 
- Pay and employment terms and conditions. 
- Internal training and development of activities. 
- Football development schemes. 
- External education activities and awards.

The Club will not tolerate sexual or racially based harassment or other discriminatory behaviour, whether physical or verbal, and will work to ensure that such behaviour is met with the appropriate disciplinary action.

The Club supports the Football Association and the Premier League in their commitment to develop a programme of ongoing training and awareness raising events and activities in order to promote the eradication of discrimination.

All employees whose role involves working with children are subject to disclosure from the Criminal Records Bureau.

Consultation and Information

The Club is committed to a consultative process with supporters through the representative body, the Stoke City Supporters Council, on decisions that affect them most. This is practised through at least four meetings each year with senior representatives of the Club.

The Stoke City Supporters Council is a group who represent the cross section of fans supporting the Club. The representatives are elected using a democratic process and have to seek re-election on a regular basis.

All supporters are represented within the Supporters Council, this includes disabled supporters as the Club is committed to continually improving the experiences of this group of fans.

The Club is also committed to working and improving relationships with supporters through its Membership scheme which features the Potters Foundation, as well as Potters Forever to recognise and reward the loyalty and commitment of fans.

The Membership scheme offers an order of priority for the availability of tickets for home and away matches, while also providing many other benefits depending on the level of that allegiance with the Club.

The Club communicates with supporters on a regular basis through the Supporters Council, matchday magazines, newsletters, mail shots, and through press and media coverage.

The Club endeavours to continue ways to develop communications with shareholders, sponsors, the local authority, supporters and other interested parties.

The Club will announce, at the earliest possible notice, any changes to its ticketing policy and will give reasons for that change.

Supporters Conduct

The Club supports and encourages supporter involvement with national initiatives such as Kick It Out, Show Racism The Red Card and local initiatives that enhance the matchday experience of supporters.

The Stoke City Supporters Council supports the Stoke City Supporters Charter as outlined below to make the bet365 Stadium a friendly venue to watch football.

A Safe and Friendly Environment 

The Club is committed to providing a safe and friendly environment in which all members of our community can enjoy watching football.

The Club adopts a zero-tolerance policy towards any form of racism, anti-social behaviour and discrimination at the bet365 Stadium and we are pro-active in our attempts to maintain this.

We remain committed to actively eradicating any discriminatory behaviour and our supporters must also embrace this fundamental policy. As part of the terms and conditions of issuing Season Cards or Match Tickets, supporters must not engage in any discriminatory behaviour. Any supporter who does not adhere to this policy will be dealt with in the strongest terms which could include being ejected from the bet365 Stadium and/or having their Match Ticket or Season Card removed/deactivated.

Any complaints received regarding discriminatory behaviour are closely monitored by stewards, and where necessary, working in liaison with the police who are on duty within the bet365 Stadium, appropriate action is taken as a result of this monitoring procedure.

To report any offensive chanting or behaviour during the match: Text 07920 448570 (quoting the stand name, row number, seat number, description of the offender and incident).

After the match: Call 0871 663 2008 or Text 07920 448570. Or email [email protected].

All information will be treated in the strictest confidence. Please respect your fellow spectators by refraining from persistent standing.

Please note that smoking is not permitted inside the bet365 Stadium (which includes the smoking of electronic cigarettes or any other vapour omitting substitutes).

The Club works proactively alongside and with other agencies such as Kick it Out, Show Racism the Red Card and Stoke-on-Trent City Council to promote inclusion and celebrate diversity.

Safeguarding Children and Vulnerable Adults

The Club recognises the importance of Safeguarding children and adults who may be at risk, and believes that all vulnerable individuals and groups have the right to access Club Services without risk of abuse, neglect or maltreatment.

The Club has a full range of safeguarding policies and best practice guidelines for all staff.

All of the Club's activities and policies comply with national legislation and are in accordance with rules outlined by the Football Association and the Premier League.

Please note, all children aged 12 and under attending a football match at the bet365 Stadium must be accompanied by a responsible adult for the duration of the game.

This policy has been introduced to safeguard our younger fans in the event of an emergency on a match day.

If children have entered the bet365 Stadium unaccompanied, the Club reserves the right to treat them in the same manner as older supporters, including ejecting them from the bet365 Stadium if they are in breach of any applicable terms and conditions or policies including, without limitation, the Ground Regulations.

Any individual who has concerns related to safeguarding are advised to contact a member of Club's staff without delay, individuals may also contact a safeguarding officer on (01782) 367598 or the Club Safeguarding Manager on either (01782) 592153 or 07788 366578. Alternatively you can email [email protected].


The Club provides a wide access to matches by offering a broad range of ticket prices to reflect demand in different areas of the bet365 Stadium, recognising the local economic needs.

The Club operates a scheme to enable supporters to pay for early bird Season Cards by instalment at a reasonable rate of interest.

At least five per cent of tickets to each match are made available to non-Season Card holders.

Concessionary prices are available to junior supporters and senior citizens. Concessions for senior citizens are available to both men and women over the age of 65.

The Club provides an area of the ground designated for the use of family groups and junior supporters.

The Club provides support for disabled supporters and their helpers. The Club's policy on concessions for disabled supporters is that a concessionary priced ticket and free carers ticket is offered for an individual who is in receipt of the higher rate of Disability Living Allowance or the higher rate of Attendance Allowance.

For details of disabled facilities and ticket allocation supporters should contact the Ticket Office. For any other matters supporters should contact the Club's Disability Liaison Officer by email at a[email protected]

Supporters will be allocated tickets for away league matches, subject to availability, in the following priority order:

- Season Card holders with X Priory Points*.
- Season Card holders.
- Potters Forever, Potters Foundation and Junior Members.

- General Sale.

* Points required for the highest level of priority will be determined on a game by game basis.

Tickets for away games, and home cup games, will be sold on a strictly one ticket per member basis and will only be sold at the age band of the member until general sale.

Points are awarded for the current and previous season's attendance activity in the follow ways:

- For every away game purchased (league or cup), and any home cup games, all supporters will receive 10 priority points.
- For home league games any non-Season Card holders will also receive 10 priority points.
- In order to ensure supporters receive the priority points, tickets need to be purchased under individual names. For the avoidance of doubt, if a supporter purchases two tickets under their name for a game they will only receive 10 priority points.
- Season Card holders do not get points for any extra tickets purchased for league games under their name.

Home League games will generally go on sale twelve weeks prior to the fixture in the following order:

- Potters Forever, Potters Foundation non-Season Card holders and Junior Members.
- General Sale.

Tickets for Cup competitions are priced after consultation with the opposing club. Once agreement on price is reached between the two clubs, the sales process will be announced.

For home cup games, Season Card holders will have their Season Card seat reserved, where possible, for a period of time as advertised by the Club.

Note this may not always be possible, for example, in a situation where the game is either unreserved seating or a stand is closed for the fixture concerned.

Away cup games will be sold as per the priorities of away league games.

If a match at the bet365 Stadium is abandoned before kick-off, ticket holders are entitled to free admission to the re-arranged fixture. If a match is abandoned after kick-off, spectators are entitled to half price admission to the re-arranged match.

Refunds will be considered only if the ticket is returned to the Ticket Office no later than 24 hours before the advertised kick off of the match and are at the sole discretion of the Club Management.

Accommodating Away Supporters

The Club recognises that it is appropriate for away fans to visit the bet365 Stadium, and will endeavour to avoid any restrictions being imposed on visiting supporters.

The Club is advised by Staffordshire Police and the local Safety Advisory Group when allocating tickets to away supporters in conjunction with the rules laid out by the competition to which the game relates.

Away supporters pay the same price in the designated away area as casual home supporters in the stand offering the same view of the bet365 Stadium pitch.

The Club reserves the right to designate an unlimited number of games each season as a local promotion match. At these matches, the Club is seeking to generate an increase in local supporters over the long-term and as such these promotions are not made available to away supporters.


The Club publicises the shelf life of replica strips at the time of launch through the matchday magazine, merchandising catalogue, official Club website and signage in the Club shops.

The Club will make details available of any intended changes of kit through its Club shops and the Club carries out its obligations under Premier League Regulations to prevent any price fixing in relation to the sale of replica kit.

The Club will always offer refunds on merchandise in accordance with standard retail practices and as part of its legal obligations.


The Club will regularly consult with supporters regarding the range, selection, quality and the price of all Club merchandise.

If you are not content with your purchases, you are entitled to an exchange or a full refund, within 28 days of purchase in accordance with your statutory rights. Items without proof of purchase will be exchanged for alternative product/s or a credit note will be issued at the latest price.

We regret we are unable to exchange the following items unless the goods are faulty:

- DVDs.
- Jewellery. 
- Books and Magazines.

Items with custom printing cannot be exchanged or refunded unless the product is faulty. We accept no responsibility once a replica shirt has been printed, in the event that a player leaves the squad or his squad number changes, or if the Premier League badge changes in the future.

This policy does not affect your statutory rights.

bet365 Stadium Club Store is open 9.00am until 5.30pm Monday to Friday, and 9.00am until 5.00pm on Saturdays. The store is closed for trading on Sundays.

intu Potteries Shopping Centre Club Store is open 9.00am until 5.30pm Mondays, Tuesdays, Wednesdays and Fridays, 9.00am until 8.00pm on Thursdays, 9.00am until 6.00pm on Saturdays and 10.00am until 4.00pm on Sundays.

Merchandise is also available to purchase online at or over the phone by calling (01782) 826419.*Store opening times above are subjected to change due to matchdays and Bank Holidays.

Community Activities

The power of sport and football in particular is used by Stoke City Community Trust to deliver an extensive range of activities and support programmes which make a difference to the lives and the outcomes of people of all ages, abilities and social backgrounds within the local community of Staffordshire and surrounding areas.

The Trust engages with people in many varied ways to stimulate an environment in which they can realise their potential and subsequently accomplish more in whatever walk of life they choose for personal and professional development.

Young people are offered sporting opportunities which encourage them to pursue and enjoy a more active lifestyle, while the Trust also helps many others to develop a more positive outlook on life through education, training and support.

The key focus areas of the Community Trust are therefore: Sports Participation, Education and Lifelong Learning and Health and Wellbeing.