Fulham FC is pleased to announce the expansion of its partnership with Arwen, an AI-driven comment moderation platform. In the 2024/25 Premier League season, the Club extended the integration of Arwen’s services to include protection to its players' personal social media profiles. This initiative reflects Fulham FC’s ongoing commitment to fostering a positive and inclusive environment, both on and off the field.
As one of the early adopters of AI technology in sports, Fulham FC has been at the forefront of efforts to address online toxicity. The partnership with Arwen began two years ago and has already made a significant impact. Arwen’s AI has reduced toxic comments by 39% across Fulham’s official channels, contributing to a more positive community for its 2.4 million followers on Facebook and Instagram.
By expanding Arwen’s moderation to players’ personal profiles, Fulham FC is taking proactive steps to ensure that its athletes can focus on their performance without the distraction of online negativity. The Club understands that players mental well-being is just as important as their physical fitness, and this move reinforces Fulham’s dedication to creating a supportive environment for its team.
Carmelo Mifsud, Communications Director at Fulham Football Club, said: "Since partnering with Arwen we’ve been impressed by their dedication and ongoing support for our social media team. As we try to broaden our global reach and increase engagement on our digital platforms each season, there is an emphasis in keeping the environment positive and as safe as possible for users, and Arwen’s service is integral to this."
Matthew McGrory, CEO and Founder of Arwen, said: "At Arwen, we've been proud to support Fulham FC for the past two years in creating a safer online space for their community. Our mission has always been to make sports environments free from toxicity, and extending our protection to the players' personal social media profiles is a significant step forward.”
As Fulham FC looks ahead to a challenging and promising second half of the season, the Club’s proactive approach to managing online toxicity continues to set a standard in the sports community, reinforcing its leadership in creating a culture of inclusivity and positivity.
