Premier League clubs are raising ticket prices to boost revenue, targeting tourists and squeezing local supporters despite record attendances.
PREMIER League clubs are increasingly turning to their own fans to fund the escalating financial arms race, with ticket price hikes sparking widespread discontent among local supporters.
A recent UEFA report revealed the league’s ‘Big Six’ earned nearly 20% more from home match tickets in the 2024/25 season compared to the previous year. This shift comes as growth in lucrative TV broadcasting deals has begun to slow.
Clubs are now aggressively targeting matchday revenue, often prioritising wealthy tourists and corporate hospitality over long-standing local fans. Major stadium expansions, like Liverpool’s Anfield which now holds 61,000, have created more seats but not more affordable season tickets.
Liverpool has just 34,000 season tickets available, allowing the club to sell nearly half its tickets on a match-by-match basis to visitors who typically spend more. The club recently sparked outrage by announcing prices will rise with inflation for the next three seasons.
Fans group Spirit of Shankly accused Liverpool of choosing “to disregard those who make LFC what it is”. This sentiment is echoed across the league as basic concessions disappear and discounts are cut.
Manchester United is raising season ticket prices by 5% for a third straight year while halving senior citizen discounts for some. At wealthy Fulham, season tickets cost up to £3,000 (approximately RM18,000).
“The Riverside stand is a great asset, glad it’s at our football club, but it’s expensive for your average match-going fan,” said Simon Duke of the Fulham Supporters’ Trust. He urged owners to use revenue from new facilities to keep other sections affordable.
Hospitality packages exemplify the premium experience model, with Manchester City’s most expensive option for an upcoming Arsenal clash priced at £5,500. Football finance expert Kieran Maguire explained the commercial logic behind targeting tourists.
“You’re going to get more from a person that’s coming for an experience as opposed to some grumpy old bloke who’s been doing it for 50 years,” Maguire said. Campaigners warn this strategy carries long-term risks for club identity and sustainability.
“If the club wants to be there for the long haul, and to be financially sustainable, then actually keeping ticket prices at an affordable level and allowing access to your local community is a safer way to go,” said Niall Couper, CEO of campaign group Fair Game.
Despite the unrest, Premier League stadiums were nearly 99% full on average last season. However, cracks are appearing, with struggling Tottenham failing to sell out their 63,000-seat stadium for Champions League games.
The Tottenham Supporters’ Trust warned that pricing out young supporters thins both the crowd and the crucial matchday atmosphere. Yet football’s deep cultural roots in England ensure demand remains resilient even during a cost-of-living crisis.
“In a secular society, I think football has become a national religion,” Maguire said. He noted that for many fans, renewing a season ticket will take priority over other household budgetary decisions, underscoring the unique pressure clubs can apply.
