One of the most common responses to the questionnaire from fans was that they feel their loyalty is being exploited by their club.
Nearly two thirds of those who responded, 1,049 in total, said the cost of their season ticket has never made them reconsider buying it.
“Clubs know that if you do not renew your season ticket, someone perhaps in a more fortunate financial position will buy one and you could have to wait a decade, maybe even more, before you are in a position to purchase another one,” said Martin, a Spurs fan.
“As a Forest supporter who paid for a season ticket in 2020-21, when there was no football, and who has had a season ticket for over 30 years, including three years in League One and multiple Championship relegation battles, it feels like that has been forgotten in the attempt to make a few more pounds,” said Simon.
“Matchday revenue is minuscule in comparison to commercial and broadcast revenue so ticket prices should reflect that,” said Joe, a Liverpool fan. “The 2% increase [to season tickets] adds £1m, which is a drop in the ocean to a club like LFC.”
“The club fails to understand that the club has been part of people’s lives for many years,” said Paul, an Arsenal fan. “It is part of our routine for living, not just a day out.”
Many who answered our questionnaire pointed to measures being introduced by clubs to ensure more people in the stadium pay the full price for a ticket.
At Nottingham Forest, all adult prices in the City Ground have increased, while fewer fans will now receive discounted youth tickets.
Fans of some clubs, though, used the questionnaire to highlight initiatives they feel benefit young supporters.
“For a number of years now Everton have tried to lower the average age of season ticket holders by offering heavily discounted prices in bands for young people up to age 24,” said Andy, 60.
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