Want to know how much your club really cares about you? Ask them on season ticket renewal day
You hear a lot about how much elite football clubs appreciate their supporters. They can’t stop saying it enough, in that marketing spiel manner so you know they really mean it, a cavalcade of “12th man” this and “you make the difference” that.
It’s remarkable that there’s no shred of self-awareness that they are actively pricing people out of that same journey. There is an easy explanation here, one that some will grab at as an auto-response. It’s supply and demand, obviously. Asked and answered. Premier League football is an experience and people are prepared to pay for it, so cough up or someone else will. Whether that be a season ticket holder or a daytripper, the price will go up and the price will be met.
If this was an attempt to attract the next generation of supporters, to balance out the average age of fans, fine. If a removal of one age category led to the introduction of a new one, increased discounts for younger supporters you could stomach it. But no: this simply increases the number of full-price tickets because that is the aim here. Want to actually develop your fanbase? Don’t charge a 23-year-old the same as a 33, 43 and 53-year-old.
Tottenham are not the only ones, only the most recent example. Last week, Arsenal Supporters’ Trust declared themselves intensely disappointed after the club chose to ignore their advice about a season ticket price freeze given thatwould play extra games next season . Instead, supporters will pay, on average, approximately 10 per cent more than this season.
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