Why football clubs could live to regret hiking fans’ ticket prices

Six hours before the Tottenham versus Luton game at home this weekend, I took my nephew to the stadium for a tour and a walk on the SkyWalk.

Even on a quiet Saturday morning, Tottenham’s home is buzzing with activities – tours on one side, SkyWalk on another, and go-karting straight ahead. Daniel Levy, the chairman, deserves praise for making the club financially secure while other teams worry about financial rules.

They were even selling drinks, mainly craft beer, to people on the SkyWalk at 10:30 am. As the game time approached, a long line formed outside the club shop.

My nephew and I were doing exactly what the club wants us to do: arrive early, enjoy the attractions, watch the game, and spend money on food, drinks, and merchandise.

This is the future of match-days, according to Manchester United’s new co-owner, Sir Jim Ratcliffe. He said, “Fans benefit because there’s stuff to do, and the club benefits because they can buy better players.”

Tottenham is ahead of the game, as shown by their massive commercial revenues of £227.7 million for the year ending June 2023. However, it’s disappointing that Spurs, despite making so much money, are raising ticket prices. They increased season-ticket prices by six percent last month and plan to end senior concession season tickets by 2025-26.

Spurs hoped the criticism would fade, but it hasn’t. Fans protested during the Luton game, and another protest is planned for Sunday’s game against Nottingham Forest. This issue could spoil what should be an exciting season finale.

Tottenham isn’t the only club raising prices; it’s a Premier League-wide problem. Seventeen out of twenty clubs have announced season-ticket increases for 2024-25. Arsenal scrapped future senior concessions, and Fulham fans have been fighting against rising costs.

Chelsea fans have also complained about steep match-day pricing. Manchester City supporters displayed a banner at the Etihad Stadium, protesting against high prices despite the club making record profits.

The truth is, ticket sales contribute a small percentage to top clubs’ revenues. Spurs could make an extra £2.5 to £3 million a year from next season’s price hikes, while Arsenal could make around £2 million extra. However, many supporters are struggling financially.

Raising ticket prices seems to be about attracting a different kind of fan and turning match-days into full entertainment experiences, like what I experienced at Spurs. However, clubs need to balance this with accommodating loyal fans who create the intense atmosphere that makes football exciting to watch.

Ange Postecoglou, the Spurs manager, rightly says it’s unfair to label newer fans as “plastic or tourists.” He understands the important role football clubs play in communities, having experienced it himself with his boyhood team in Australia.

But there are fans who feel a deep connection to their clubs, like Spurs, Arsenal, Chelsea, Fulham, and City, who risk being overlooked.

Clubs may gain financially in the short term, but they could lose the identity and community spirit that have been crucial to their success in the long run.

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— City Xtra (@City_Xtra) March 31, 2024