Last year, I travelled to Craven Cottage with thousands of other Reading fans. Despite being one of the first to book because of the priority system in place, I had quite possibly the worst view in the house. If I looked directly in front of me (which, you know, you’re meant to do) I could see the end of the Riverside stand, and I had a better view of boats rowing down the Thames than I did of the actual pitch. What did I pay for that pleasure? £25. And that was with a student discount. If it was sold half price as a restricted view seat, perhaps I wouldn’t have minded, but with a captive audience they were selling tickets for seats from which it was near impossible to watch the actual match at a premium price – adult tickets were £30 for the exact same “view”.
And I’m not alone in this. Every few months there are stories floating around Twitter about fans being stuck in the corner at QPR and having a TV gantry in the way, or supporters being shoved into the back row at Anfield and only seeing their own half if they’re lucky. But in many cases these problems can be put down to bad design, and will only affect a small number of all supporters. But rising prices affect everyone.
There are probably hundreds of articles on ticket pricing already, but it’s something that really needs talking about. Most protests focus on prices at the very top level of the English game; Arsenal charging visiting fans £62, Man City charging the majority of teams over £50 and even West Ham trying to get visitors to pay up to £60 for the biggest games. Manchester United used to be reasonably affordable to watch, but now it will cost you £46 to go to Old Trafford for an away game, even if you’re bottom of the league. Part of me understands why the highest prices are charged though – Arsenal V Chelsea, for instance, is probably the biggest sporting event in the world that day, and is worth the premium for most. You can use a similar logic for most “Category A” games in the Premier League, and in all fairness there are some decent ideas being bandied about to get the rest of it down, most notably Swansea’s “True to 22” campaign.
My biggest gripe with ticket prices nowadays, however, are further down the league system. It’s horrible to see fans being priced out of the game at any level, but when Northampton Town in League Two charge someone £22 at the gate to watch a League Two match then you know that it has gone way too far. At the fourth tier of the game the cheapest adult ticket you’ll get is £15, but that’s the same price you’ll have to pay for admission to watch St Albans, playing at the sixth division of the game. Quite frankly, anyone can see that the top level has gone corporate, but when it starts to become expensive for a day out in the regional divisions then something needs to change.
The ticket that prompted me to write this was also from St Albans. On Saturday they’re playing in the second qualifying round of the FA Cup against Deal Town from the ninth division, who get attendances of less than 100. It’s a great chance for the Saints to get into the next stage, and a big crowd would be a big boost. Surely this game, therefore, would have been an excellent opportunity to reduce ticket prices to reflect the underwhelming opposition and get some new fans, but they’re once again charging £15, and not even offering a discount to season ticket holders as a gesture of goodwill. £15 to watch two sides who play in local leagues. Is there any wonder that extortionate ticket prices are endemic?
Similarly, it’s creeping up to silly levels in the Championship. Last season was reasonably affordable (admittedly partly because I got a student discount for some matches), but already this year I’m noticing some games becoming expensive. The standard for away games seems to have crept up to £30. That’s what Sheffield Wednesday charged us for a midweek trip up there, despite a Saturday game there last year being only a tenner, and even Bristol City managed to get us to cough it up. Perhaps worse though is what Wednesday will be charging – Leeds fans will be paying £45 to support their team there. In addition, Ipswich charge away fans the best part of £40 to watch a match there, despite playing in that division for over a decade and being a long trip for nearly every team in the league. As I said above, I can understand charging a fortune for massive matches which are global events, but for meaningless matches in the Championship where most teams will only bring about 1,000 fans it’s absolutely crazy.
A lot of fans are suggesting the “Twenty’s plenty” campaign, which for me is a little flawed for a number of reasons. Not only can travel costs be reduced a lot by booking in advance and often reduced to what the home fans would be paying, but also big games where home fans would pay a lot may result in them entering the away end to get cheaper tickets. Likewise it doesn’t take into account away fans living near the home ground, or exiled home fans having to also make a long journey but pay a fortune.
Instead, I’d like to see all tickets capped. The FA cup has got the idea in reverse, with minimum ticket prices instead of maximum ones, but there’s nothing to stop it happening. Something like £30 for the Premier League (maybe £40 maximum for all matches between sides who finished in the top 8 the previous season), £25 for the Championship, and £20 for Leagues One and Two (with £15 for the Conference and £10 for all divisions below) would keep it affordable for most fans, but would also make allow most clubs to make some money. Let’s face it, with the new TV deal most Premier League clubs could give away every ticket for free and still make more money than before, so charging £30 a head would see income raise even more.
We’ve all paid too much for football tickets at least once before in our lives, and it really needs to change.