It’s been another summer of discontent for Premier League supporters’ groups with 19 out of 20 facing ticket price hikes and a general sense that clubs just don’t value fan loyalty – unless it comes with a high-priced ticket, disposable income and a visit to the club shop.

Over the past couple of weeks we’ve examined a few aspects of Premier League ticket pricing, showing how matchday income only plays a small role in PSR and highlighting just how much prices have gone up since the early 90s. 

According to the feedback we received from FSA-member groups, prices have gone up across the board by around 7%, although that headline number masks a whole range of increases.

But arguably the biggest talking point this summer has been the relentless attacks on concessionary prices – for both younger fans and OAPs.

While 5% or 6% rises are very common, Forest bumped theirs up by a whopping 20% and rewrote the rules on youth tickets – meaning an 18-year-old could see their ticket jump from under £190 to £850. 

Nottingham Forest Supporters’ Trust said the rises were “totally disproportionate” and would “impose massive increases on that section of our support who should be being nurtured as the future fanbase of our club”.

Everyone will have their favourite part of the Forest season ticket price rises, but mine are:

🔴Some children (classed as 4-13) going up from £90 to £190
🔴Or because they’ve changed the age bandings again, if you’re 18 your ticket could have gone up from £190 to £850. pic.twitter.com/TsZTTWEtw9

— Nick Miller (@NickMiller79) April 16, 2024

FSA-affiliates Hammers United were similarly angered by their club’s new pricing structure and launched a petition which accused the club of pricing out the next generation of supporters, as well as older fans and those with disabilities. 

“Our concessions are being taken away all for a few hundred thousand pounds a year and yet the owners are gaslighting us that unless fans pay more, the club will not be able to compete,” said Hammers United.

Hammers United reference disabled supporters in their petition, and there’s no doubt a disability pay gap in the UK exists, yet we read stories of supporters who require disabled access being asked to pay £72 at Aston Villa. Football is always keen to showcase its equality credentials. Where does economic diversity fit into that? 

Spurs supporters were also facing an attack on concessions as the club began to phase out OAP pricing – new campaign group Save Our Seniors was launched to defend OAP discounts while Tottenham Hotspur Supporters’ Trust launched a petition too.

Spurs’ 6% price rise and targeted reduction of senior concessions came at around the same time as club chairman Daniel Levy awarded himself a £3m bonus. Every little helps.

We could go on and on, running through almost every club, but this article would be in danger of turning into a listicle – which shows the depth of the problem.

The Independent’s Miguel Delaney summarised it brilliantly by pointing out that post-COVID the game “has gone from ‘football without fans is nothing’ to football looking to wring everything possible out of them.”

FSA chair Tom Greatrex: “Our concern on behalf of supporters of Premier League clubs is once that damage is done, it’s done.”

There’s no escaping the fact that supporters at the top level of the game feel clubs care more about getting in one-off visitors than respecting and rewarding those who go week in, week out, through good times and bad, over the decades.

One-time visitors are more likely to spend money in the club shop, more likely to spend money at a stadium’s food and drink kiosks and, crucially, more likely to suck up high prices without complaint. The feeling is that corporate allocations are also on the rise.

Where next?

We secured the £30 Premier League away cap in the past and are still very proud of our achievement. Tens of thousands of fans benefit from that every week in the top-flight and EFL (where many clubs choose to implement their own deals).

Home ticket prices are a harder nut to crack again as every club is allowed to set its own pricing structure and there’s currently no appetite from league executives to intervene. We don’t think that’s good enough. 

Discussions with the Premier League and clubs are ongoing but turning this tanker around requires coordinated action from the FSA and our member supporters’ groups, speaking with one voice. 

At our most recent AGM, which took place at Wembley Stadium in July, supporters debated this and agreed to the “co-ordinated action on the cost of football tickets” proposed by Spirit of Shankly and seconded by a range of top-flight supporters’ groups.

Supporters present argued that ticket pricing should be a key part of fan engagement work (which is being implemented by all Premier League clubs) and even something the incoming independent football regulator should be involved with – ensuring fans have genuine input into their club’s ticketing policy through the aforementioned engagement. 

This could also lead to establishing a protected percentage of season tickets, general admission, and concessions at all grounds to find the right balance between protecting “legacy fans” and ensuring new supporters still have access to affordable tickets. Every club should be having detailed discussions with their supporter groups about this.

Many FSA-member groups also argue that there should be a freeze on ticket price rises so they can come back into alignment with historic pricing. Ticket inflation has gone through the roof since 1990 – a loaf of bread would cost a fiver if it had gone up at the same rate.

Ultimately, we believe clubs must cherish and reward loyalty, but it feels like those at the top are only interested in exploiting our loyalty. That can’t continue. 

• By fans, for fans – join the FSA for free here…