Stop Exploiting Loyalty: A campaign to keep football affordable
Football has always been more than just a game; it’s a community, a tradition, and a passion that unites people from all walks of life. However, in recent years, the rising cost of attending matches has threatened to alienate the very fans who have supported their clubs through thick and thin. The Football Supporters’ Association (FSA) launched the “Stop Exploiting Loyalty” campaign to address this pressing issue and ensure that football remains accessible to all.
What is the “Stop Exploiting Loyalty” Campaign?
The “Stop Exploiting Loyalty” campaign is a grassroots movement spearheaded by the FSA to combat the relentless increase in ticket prices and the reduction of concession prices for younger and older fans. The campaign aims to highlight the financial burden placed on loyal supporters and to advocate for fairer pricing models that respect the dedication and loyalty of football fans.
The importance of keeping football affordable
Football has long been considered the people’s game, but the escalating costs of tickets are pricing out many fans, particularly those from lower-income backgrounds. The FSA’s campaign emphasises that football clubs should cherish and reward supporter loyalty rather than exploit it for profit. By keeping ticket prices affordable, clubs can ensure that stadiums remain vibrant and full, creating an atmosphere that benefits both the team and the fans.
The COVID-19 pandemic brought unprecedented challenges to the world of football, highlighting the irreplaceable role that fans play in the sport. Empty stadiums during lockdowns served as a stark reminder that football without fans is nothing. The atmosphere, the chants, the collective energy. These are the elements that transform a match into an unforgettable experience.
Despite the crucial role that fans play, many clubs have forgotten the importance of their supporters. The rising cost of tickets is pricing out loyal fans, making it increasingly difficult for them to attend matches. This trend is concerning, as it threatens to erode the sense of community and belonging that football clubs are built upon.
The rising cost of loyalty: Aston Villa’s ticket price surge
The rising cost of attending matches is threatening to turn it into a luxury that many loyal fans can no longer afford. As a club with a rich history and a passionate fan base, we have seen significant increases in ticket prices over the past few years, leaving many supporters feeling priced out of the game they love.
We have seen a notable increase in recent years. For the 2024/25 season, the club announced a whopping 15% increase for general admission tickets and an average of 5% across season ticket holders. It’s been another season of concession discounts being reduced and some fans experiencing higher-than-average price hikes, not to mention the zone realignment in the Holte End. Some may have been shielded this season with the realignment but are now facing double-digit percentage increases next season.
This followed an average 15% increase for season ticket holders in the 2023/24 season and 10% the term before for. However, with the reduction of concession discounts and pricing zones re-categorised, some fans were facing an uplift of 250%. The club justified these hikes by stating that their prices were among the lowest in the Premier League and needed to be adjusted to remain competitive. It’s only after supporter groups intervened the price increase was capped at 25%.
Champions League ticket prices: A new high
The excitement of the club’s return to Europe’s elite football competition has been tempered by the high cost of tickets. For the 2024/25 season, Champions League ticket prices were set well above the prices for Category A Premier League fixtures at up to £97. This has made it difficult for many match-going fans to afford tickets, despite their unwavering support for the club. An average increase of 17% on Category A Premier League prices with Zone 4 tickets increasing by 26%.
The fixtures between Bayern Munich and Celtic were always going to be highly anticipated events. These matches are not just regular games; the romanticism of 1982 and a battle of Britain are spectacles that draw fans from all over, eager to witness history being made and the electric atmosphere that comes with it. The sell-out nature of these fixtures is a testament to the passion and loyalty of the fans, who were willing to go to great lengths to support their team.
The fact that these matches sold out should not be used as a justification for high ticket prices. The loyalty and dedication of fans should be cherished and rewarded, not exploited. While the demand for tickets to these fixtures was understandably high, it is crucial for the club to strike a balance between generating revenue and maintaining accessibility for all fans. High ticket prices alienate loyal supporters, particularly those from lower-income backgrounds, and undermine the sense of community that football is built upon.
High ticket prices in the Premier League: A widespread concern
The issue of high-ticket prices is not confined to Aston Villa but a growing concern across many teams, such as West Ham. They are feeling the pinch as ticket prices continue to soar, and concessions are being removed.
West Ham United fans are facing similar challenges. The club announced significant increases in season ticket prices for the 2024/25 season, with the most expensive season ticket costing £1,7204. Additionally, West Ham removed concessions for new and relocating season ticket holders, which sparked outrage among supporters. The club’s decision to limit concessions to specific bands has also led to the disintegration of family groups who have supported the team for generations.
Aston Villa and West Ham fans standing in solidarity
In response to these issues, fans from both clubs came together ahead of the fixture at Villa Park as part of the “Stop Exploiting Loyalty” campaign. Fans across the football community are calling for clubs to reconsider their pricing strategies and to ensure that football remains accessible to all, not just those who can afford premium prices. The unity between amongst fan bases underscores the widespread discontent with current pricing policies and the urgent need for change.
Football accessible for all
It’s vital that football remains accessible to all fans. Clubs must recognise that their success is intertwined with the support of their fans. High ticket prices and the removal of concessions are short-sighted strategies that risk alienating the very people who have stood by their teams through thick and thin. It is essential for clubs to find a balance between financial sustainability and maintaining the accessibility and inclusivity that make football the world’s most beloved sport. By standing in solidarity, supporters can help preserve the soul of football and ensure that future generations can continue to enjoy the beautiful game.