Weighing in on the Price of Football

Posted by on Oct 22, 2012 in Uncategorized | 12 Comments
Weighing in on the Price of Football
Copyright © The Two Unfortunates

Politicians like to talk about the squeezed middle – a concept that focus groups tell them plays well to a hard-working and hard-pressed often middle class demographic who have done nothing wrong financially but find the costs of living creeping ever further up so, through no fault of their own, fall towards the poverty line.

It may make for a catchy soundbite at party conferences but said squeeze is also an apt description for a very real growing issue of financing for lower league football clubs, specifically from the exact middle messrs Cameron, Clegg and Miliband are pitching for votes from.

It would be easy to simply – and not entirely incorrectly – argue that the current economic climate means people are more selective and careful with their money and may be less inclined to spend money on watching football, meaning clubs will suffer. An easy hypothesis, yes, and one with some truth in it, but culturally and economically football is a complex and quite unusual business, albeit one that isn’t immune from outside influences.

In an age where football is awash with money like never before, the gap between rich and poor is increasing. The combined £3bn BT and Sky paid for the Premier League rights may be a new record, and a surprising one in this age of austerity, but little of it will trickle down to the lower leagues.

When this new deal kicks in from the 2013/14 season, the club that finishes bottom of the Premier League will earn £61m. A league below, according to analysis by the Swiss Ramble blog, the average Championship club will earn £5.5m over the same period. League One and Two clubs will earn a fraction of that still. Already the playing field isn’t anywhere near level, but massively tilted.

However, even back in an age of football with less money available, you have always had big clubs earning more than the smaller ones. And while perhaps mobility through the leagues is a little harder to achieve than before, the basic principles of the size of clubs hasn’t changed. Perhaps they could even survive the imbalance of wealth. What, though, could be fatal for lower league clubs is the inadvertent side effects from the rampant free market philosophy of the Premier League that has a knock-on effect onto smaller teams.

The free market kicks in for the lower leagues

In years gone by smaller clubs had much more of a captive audience. Sure, it helped that prices were cheaper, but there was also much less to compete with. Top flight clubs were always going to attract floating or younger, more impressionable fans – 25 years ago my primary school in Devon had a large number of Liverpool supporters in the class – but the smaller provincial teams were one of the few places to watch football live.

Dads may have supported Manchester United, 11-year-olds may have been in thrall to Liverpool, but if you lived in, say, Grimsby, Torquay, or Northampton, chances are you’d turn up to watch your local side, even if only on a casual basis. And even 11-year-old Liverpool fans can get seduced by the sheer joy of standing on the terrace at Lincoln to the point of getting a season ticket and still attending the odd away game, even when they grow up and leave the city.

Today, an 11-year-old in thrall to Liverpool, Manchesters United and City, or whoever, or the Arsenal supporting dad with a football mad child have a lot more choice on where they watch their football. Sky TV is common in many homes and pubs (many of which are more child friendly). The internet means it’s easy to find a stream of many top-flight games.

But it’s not just television and the internet that’s a threat to lower league football. As football has become entertainment, it’s never been easier to treat football tickets like you would gig tickets. You might not be a massive fan, but if the price is right, you’ll go.

The price is right? Lower leagues compared to the competition

As the BBC have indicated in their Price of Football survey of last week, there are bargains to be had out there, if you know where to look. The Premier League may be, for the most part, ridiculously expensive, but there are decent deals on (cheaper) tickets available, especially with lower profile games.

At the other end of the scale, non-league offers much of the matchday experience of the lower leagues, in cosier surroundings without so much of the cost. And then there are other alternatives, such as the Next Gen series – a chance to see future world class footballers for a fiver (or cheaper for kids). At last season’s semi-final between Internazionale and Marseille at Griffin Park, about 60% of the crowd, if not more, were aged 16 or under.

Let’s put some comparison here. Last season I saw Fulham play three times – twice in European competition for £5 and once versus Chelsea in the Carling Cup at Stamford Bridge for £25. I also had the opportunity to watch a Premier League game at Craven Cottage for £10, which I had to pass on due to a prior commitment. In total I spent £35 watching a team I don’t support, with the option of an extra £10.

In the same season, I also watched Exeter away three times, at Stevenage, Charlton and Brentford. The combined cost was £64. Had I decided to make the trip to Leyton Orient, it would have been bumped up to £87. That’s nearly double the amount for watching a top flight team the same number of times, and without factoring in train travel to Stevenage.

Fine, fans and clubs alike may say. This is just one person’s experience. These are the odd away fixture – many fans will have season tickets and not need a ticket from game to game. That much is correct and season tickets still remain, match for match, the cheapest way to watch live football over the course of a season.

But basic economics, as backed up in Simon Kuper and Stefan Szymanski’s Why England Lose, would suggest that each year a number of fans don’t renew their season tickets for a variety of reasons – family commitments, a change in personal circumstances, moving away from the area or even death, for example. The key is for clubs to ensure that the number of new fans who purchase a season ticket are greater or more than the number who don’t renew.

And it’s here that we return to the impressionable young football fans and their financially cash-strapped dads mentioned earlier in this article. We can, if we may, throw into the mix the floating or geographically displaced fan looking for a football fix because of the impracticalities of watching his or her own team. These are prime candidates to become new season ticket holders. Yet everybody’s got to start somewhere, and you’ll often hear tales of fans who’ve adopted the club because they needed a football fix, so took in a game at their local lower league club and got hooked.

But when prices start, generally, at around £20 – and this doesn’t include extra expenses such as travel, tea, a pint, and a Twix for the kid – sampling lower league football doesn’t come cheap. Taking into account other competition – non-league, Sky, other entertainment – the price starts to look worryingly high. £21 for Orient (if purchased in advance and £23 otherwise), £21 on the day for both Oxford and Wycombe, £20 to sit at fourth-tier Rochdale, and at Sheffield United (as in other clubs) a bewildering array of categorisation, with discounts for advance purchase, even if category C games are cheap at £10.

Getting creative with the ticket issue

The clubs themselves are caught in a difficult situation. Many will be aware of the need to get extra numbers through the gates. The average League One attendance is currently down by over 2,000 this season. League Two is also down after several seasons of steady rises. The situation doesn’t seem likely to improve in the future – a recent survey saw more than half of Championship clubs predict matchday ticket sales to drop this season.

Increasingly, clubs are being forced into gimmicks, some more successful than others. Charlton Athletic now host at least one “football for a fiver” game every season, where entry is just £5 all around the Valley in the hope of enticing interested locals back to the park on a regular basis. The latest designated game, at home to Barnsley last Saturday, saw a staggering 10,600 extra fans turn up on top of the 15,585 who’d witnessed the Addicks’ previous home game against Watford.

Barnsley themselves, to celebrate their 125th anniversary, lowered their prices to £12.50 for their match against Blackpool earlier this season; 14,134 took up the offer, 3,871 above their season average of 10,263 thus far. Clubs are allowed to run a certain number of one-off ticket offers such as the above during the season and many teams now offer at least one similar gate price discount during the season.

One of the most eye-catching offers in recent years has been at Hartlepool United. Last season the Pools promised £100 season tickets if 4,000 signed up by mid-July. That figure was easily surpassed, meaning fans who took advantage of this offer ended up watching a season at Victoria Park for £4.34 per game.

What was impressive about Hartlepool’s scheme was that it appealed to both the casual fan and the Victoria Park faithful. Season tickets are the cheapest way to watch a team, but they’re equally a big commitment, but, with one-off tickets costing £20, a £100 season ticket was affordable. What’s more Pools increased their crowds and some of those will have stuck with the club this season.

But not every club will want to or can afford to go down the Hartlepool route of lowering season ticket prices. Some will have a set budget for the year while others aren’t prepared to run the risk of punters not taking up the offers.

Nonetheless, there is a significant amount of empty seats in the lower leagues that would provide much-needed income. This is not the likes of Arsenal or Chelsea, where a continual demand for tickets means these Champions League regulars can charge a vastly inflated price, safe in the knowledge that if one fan baulks at the price another will happily snap up the spare ticket.


Do clubs, then, lower their matchday tickets in the hope of attracting floating supporters on a more regular basis? Or do they sell themselves as sleeping giants or a promotion prospect, champagne corks popping and all, while keeping ticket prices high in the hope that success on the pitch will correspond to higher crowds – something that is by no means guaranteed. Either way requires a well-thought out marketing campaign, and marketing isn’t something that many League One and Two clubs are renowned for.

Perhaps gimmicks and one-off cheap ticket offers will lure in a new generation of fan. Perhaps the Sheffield United tactic of drastically dropping the prices for the least appealing games, on paper, is the best way of getting curious locals through the gate.

There are potential solutions, although not all are feasible or applicable to each club. Middlesbrough blogger Anthony Vickers recently made several suggestions for his own club, many of them common in other businesses or retail, and not overly radical but hardly widespread throughout lower league football.

Buy One Get One Free for games encourages those who buy tickets to attend less attractive fixtures, with the thinking being some matchday revenue is better than none. Similarly, loss leaders are a less extreme way of enticing irregular fans to return for less enticing fixtures – watch Bradford one Saturday for full price and watch Dagenham at the next home game for a tenner.

Other suggestions include semi-season tickets whereby fans sign up for ten games or so at the start of the season to be used when chosen, subject to availability. This would enable fans to commit to the club without having to shell out for a full ticket.

Perhaps, though, the most important offer a club could make would be towards those who could be funding them in years to come. Some years back Exeter City ran a “Kid for a quid” scheme, long since discontinued, where young children could enter for a pound. To financially-harassed parents, this suddenly makes the football a lot more attractive option compared with, say, the cinema.

Whatever the method, operating in a marketplace with increased competition from the Premier League, Sky, the internet, non-league and non-football entertainment, lower league teams have to stand out from the crowd and offer value for money. At the moment, with a few exceptions, it’s not clear that they’re doing either.

Without a new generation enticed into or even able to afford the likes of Griffin Park, Brisbane Road, Vale Park, the Kassam Stadium and Spotland, to name but a few, lower league clubs will have to adjust, cut budgets, and in worse-case scenarios struggle to continue their existence, or at least an existence they’ve become accustomed to.

And it would be a crying shame that if, in 20 years time, the children after the next generation won’t even have the choice of cheering on their local team over the glamour of top-flight successes, all because their parents were priced out of attending in the hope of achieving a quick promotion.

Gary Andrews
Gary, an Exeter City fan, has a strange and some may say masochistic love of football and writes on this subject for Soccerlens . He also turns up in When Saturday Comes from time to time.


  1. unitedite
    October 22, 2012

    Great article. It did make me smile when the BBC promoted their survey, and whilst I am pleased to support a club that tries to make tickets for a few matches available at sensible prices, the whole “Cheapest in League One” tag is a bit of a misnomer, given the realtive number of games at this price.

    If people can afford a season ticket, and some clubs now offer free or cheap finance deals to help, there is value to be had. My season ticket at Bramall Lane works out at around £13 a game. Until recently they offered a free junior season ticket alongside a £10 Junior Blades membership, although after a couple of seasons this was stopped. It got my young son into attending and I wasn’t worried about the midweek and odd Saturday games he missed. To be fair I still don’t, as the new price is just £30.

    United have in the past done a lot of matchday offers, particularly in the relegation season a couple of years ago, but these were canned under pressure from Season Ticket holders who felt that all the benefits of paying up front and the discount value they eventually received were inequitable. A friend of mine talked of not renewing because he might as well pay on the day each time with a membership. When United played Stevenage in the final home game of the regular season (pre-play offs) they had a £10 ticket offer, but offered concessions to season ticket holders to compensate.

    One final point, I notice United have offered discounted tickets through Living Social for the Portsmouth game, which has been moved to a Monday night for Sky. I know Wednesday have done similar offers through social media before. Given the amount paid over to LS there cannot be much in it for the clubs. I assume they benefit from the wider promotion through LS’s database and aim to make money on discretionary spend. But as I said when Wednesday did it, it all feels a bit desperate.

  2. Lanterne Rouge
    October 22, 2012

    I’m actually semi-encouraged by your article Gary having entered into reading the post in the mood to complain that I’ve spent £21 to see Oxford United twice this season and yet had to fork out only £4 more than that for a Premier League encounter at the Hawthorns between West Bromwich Albion and Reading. The deals available at Charlton, Hartlepool and Barnsley are all good ideas (and as for ‘kid for a quid’, my own club Reading offered that deal on a regular basis in recent seasons (I doubt that the offer will be there when Manchester United visit on May 1, mind.)

    The second commenter Adam Michie makes a good point about a football match being sellable as a whole experience and that would appear to be a good time to point readers in the direction of his book, recently reviewed on these pages while Gary’s occasional fellow podcaster Terry Duffelen posited a good idea in a recent post at his blog suggesting that compelling ‘the Premier and Football League clubs to take a slice of their TV revenue to offset against ticket prices’ could be a solution — a kind of ‘TV Subsidy’.

    The idea of the Football League as a middle ground would be true if it were not for a steady rise in non-league prices. Reaction to this post on twitter has sadly highlighted that it is not just football league clubs who are taking the mickey — Kelly Race bemoans the fact that Alfreton were charging £18.

  3. Tom
    October 22, 2012

    Surprised there’s no mention of my own club’s innovation in this area. Walsall have offered ‘free’ season tickets to Under 18s for the last two seasons. Kids pay £46 up front for 23 home games and then get a £2 voucher per game to spend on food and drink. It’s estimated to have put 300-400 on our average home gate but if it lures kids into a lifetime of support then it’ll be well worth it.

  4. Gary
    October 22, 2012

    A few responses, as best I can.

    Unitedite, you’re right to say that the “cheapest in L1 tag is a little misleading, although the £10 tickets offered by the Blades are excellent value. Interestingly, I’ve seen Fulham offer tickets through Living Social and Groupon as well.

    Adam, absolutely, marketing is a really key part of the drive to sell tickets. If they’re expensive (or perceived to be expensive) then the club needs to convince the fans that they’re getting value for money. Currently, I don’t think many lower league clubs do that.

    Rob, the TV revenue aspect is a nice idea, but currently I sadly don’t see any club going for it. If it’s a choice between cutting prices or spending it on wages, I fear wages will win every time.

    Alex, you’re right to highlight the cost to away fans and that could almost be a post in itself. Many away fans don’t have a choice on how much they pay and often pay the most expensive price. £25 is extortionate for L1 football. I’ve paid some quite horrendous prices for a truly awful experience (Leyton Orient sticks largely in the mind here).

    Tom, apologies. I tried to research as many clubs as I could but really ran out of time (the day job is something that takes in long hours and has zero to do with football). Walsall were one club I just didn’t get a chance to look into. Sorry. That’s a great offer though, and very intelligent at hooking youngsters in.

    One thing I didn’t touch on, but is worth mentioning, is the jump between concessions and full-price, usually around either 16 or 18. That’s a sharp hike in cash for an age group that often has a very limited disposable income. Quite what the answer around this is, I’m not sure, but that is definitely an age group that may struggle to pay for both a season ticket and a one-off match.

  5. Rocco
    October 23, 2012

    Gary – good read. I’d thought for a long time that league football (and to an extent non-league at a reasonable level) is quite expensive in England. I think the answer to your last point in your comment above about concession -> full price disparity might be to have a young persons/student tier. Watford charge about a tenner less for a student than they do for a full price ticket.

    One for groundhoppers or those still looking for a football home. While it might not encourage loyalty to one club (initially), how about having a kind of carnet ticket? You buy a 10-game season ticket from the football league that will let you in to a game in a certain league and the club gets the cost of that ticket from the Football League. I’d be inclined to try a few different clubs but if the experience of one was particularly appealing for whatever reason, I would find myself going back there again and again.

    Lille offer a discount (20-30%) on games that are being televised – not a common problem for clubs in League One and Two, I guess.

  6. Row Z
    October 24, 2012

    My first ever live match was Southampton V Huddersfield in the Coca-Cola cup for a mere £1 which wouldn’t even get you a cup of coffee at St Mary’s these days unless you happened to put the quid on at the bookies for a Saints defeat.

    It’s even £12 to get into Conference South games these days, but go far enough down the pyramid and you can watch teams play in the Hampshire Premier league for free, reserve games are also pretty cheap – and it’s still football.

    Saying all that, ultimately clubs just need to live within their means and stop wages spiraling out of control before they jack up ticket prices to the point where their attendances are dropping off. The urge to chase promotion at all costs really is, in my opinion, the root of all evil.

  7. Damon
    October 24, 2012

    “When this new deal kicks in from the 2013/14 season, the club that finishes bottom of the Premier League will earn £61m. A league below, according to analysis by the Swiss Ramble blog, the average Championship club will earn £5.5m over the same period.”

    And they only get that £5.5m because they allowed themselves to be gloriously rogered by the Premier League over EPPP. It’s not going to improve, revenues will continue to reduce and the teams will. not cut budgets, they will ask us fans to pay more. It will get worse before it gets better I think.

  8. Dave
    October 26, 2012

    There’s an issue here over the wider economics. We all accept that the ticket prices are too high, but if they’re to become lower, either the cost base of clubs must fall and / or the income must be found from other sources.

    As much as the costs at the top are a scandal, people I know on boards of clubs at Division 4 level are pretty clear that they struggle to see what fat they can cut. I once spoke to a Stockport Director who told me they paid their players a wage at a level I later checked was about the same as male median earnings in Stockport. Their problem was that their income was too low to sustain that, with Brian Kennedy having creamed off the juicy bits for himself and Sale Sharks. But the dilemma they faced – that they were at the bone already in costs – is common to many.

    The other angle is to increase revenues. One way is through greater commercial input The secret sauce of the Bundesliga’s success is that their fan-friendliness encourages local businesses to cross-subsidise. The key here is that the clubs are rooted in their communities to the extent that local businesses are almost compelled to support their clubs. The extraordinary revenues this generates enables the clubs to keep prices much lower. When you have owners who can’t make good any losses, it also means executives are much better are being properly commercial, as opposed to the rather tawdry version we have here.

    The other main problem is the distribution. We’ve had so long with such appalling inequality that we’ve almost forgotten that for a long time, English football had two key mechanisms to ensure greater equality (gatesharing, equal TV spits) which worked really, really well. Talk of a problem in the finances of lower league clubs without referring the abandonment of solidarity within the game is like trying to cut the UK deficit by focussing on social security and ignoring tax evasion and avoidance.

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