One in seven fans won't renew season tickets
- And nearly one in five Man Utd fans won’t renew with rising costs of tickets the main reason
- Virgin Money’s Football Fans’ Inflation Index shows three per cent rise in match day costs in just three months
Up to one in seven season ticket holders won’t renew for next season with rising ticket and living costs the main reasons for giving up, according to new research* from Virgin Money.
That is an increase of around two per cent on the same period last year, taking the proportion of fans giving up the right to watch all home games to 14 per cent of regular supporters.
The research among more than 3,500 fans in the Premiership and Football League reveals a growing backlash against the rising costs of being a fan.
And Virgin Money’s Football Fans’ Inflation Index, which has been tracking the costs of being a supporter since January 2006, shows costs have increased three per cent in the past three months alone taking the cost of a match day for an individual to £87.75. Since the index began costs have risen by more than 12.5 per cent.
Clubs most at risk include West Ham where 25 per cent of fans are not renewing, followed by relegated Reading on 22 per cent of fans and Portsmouth on 21 per cent.
But even Manchester United after clinching the Premiership will see 19 per cent of supporters not renewing and their city rivals Manchester City will see one in five fans giving up. Derby County fans, however, are continuing to support their side despite a torrid time in the Premiership – just three per cent won’t renew.
In these latest results from its two year study, Virgin Money says fans’ finances are being stretched to breaking point by a combination of the rising cost of basic essentials such as petrol, food and energy plus the extra strain caused by a tough financial climate.
Virgin Money’s Scott Mowbray said: “While some clubs have made efforts to reduce ticket prices in an effort to attract more people to match days, the majority of regular football fans are suffering and many are starting to vote with their feet.
“The number of fans not renewing their season tickets has risen from 12 per cent last year to 14 per cent this year and the likelihood is that it will keep on increasing. Not only are fans suffering as the economy takes a hit but they’re also suffering as their clubs put up prices.
“Man Utd fans can’t really complain about the quality of the football they’ve had this season but still nearly one in five are planning to not renew their season tickets. The waiting list will probably take the strain but not all clubs have that luxury.”
The Football Supporters Federation added that ticket prices continue to remain too high for the average fan.
Malcolm Clarke, Chairman of the Football Supporters Federation, commented: “In the difficult financial climate we all face the football industry must wake up and smell the coffee. The huge amount of TV money pouring into the Premiership means there is absolutely o justification for any price rises at all at the top of the game.
“For too long some Premiership clubs have believe there is no limit to the extent to which they can exploit the brand loyalty of their supporters and they may now find this greed will come back to bite them on the backside.
“It is no surprise that a significant number of Man Utd fans are considering not renewing after the club introduced the compulsory Cup ticket scheme which greatly added to the cost of a season ticket. As a result of the Glazer takeover that club now has huge debts and they expect the fans to pay for that.
“Premiership clubs have generally taken a dangerously short-term view and believed that the land of milk and honey will go on for ever. It won’t. The days of supporters’ wallets being a soft touch are coming to an end and they need to take a much more realistic and imaginative approach to the pricing of the game.”
| Premiership club | % not renewing |
|---|---|
| West Ham | 25% |
| Reading | 22% |
| Portsmouth | 21% |
| Man City | 20% |
| Man United | 19% |
| Fulham | 18% |
| Bolton | 17% |
| Birmingham | 16% |
| Everton | 14% |
| Tottenham | 12% |
| Sunderland | 12% |
| Middlesbrough | 11% |
| Newcastle | 10% |
| Chelsea | 10% |
| Arsenal | 8% |
| Aston Villa | 8% |
| Wigan | 8% |
| Liverpool | 5% |
| Blackburn | 5% |
| Derby | 3% |
Virgin Money’s Football Fans’ Price Index shows that in the past two years the cost of attending games has risen by 12.5 per cent. The index is aimed at helping supporters keep track of the rises and falls in the costs of supporting their team. The company identified the match day essentials fans buy and keeps tabs on increases and decreases.
At the launch of the index in January 2006, the match day basket of goods** cost £77.95. However the most recent analysis puts the cost at £87.75 – a rise of £9.80. An increase in the cost of petrol, match tickets and replica shirts is the main reason behind the increase.
Virgin Money’s Football Fans’ Prices Index runs every three months and looks at the cost of a typical basket of goods monitoring the ups and downs of prices.
The firm’s research team examines the cost of items such as a gallon of petrol; match tickets; food; alcohol; train tickets and replica shirts.
-Ends-
Notes to editors:
* Football Fans’ Census interviewed a representative sample of 3,567 football fans between 6th and 7th May 2008
** The basket of goods includes a gallon of petrol, a pint of lager, a bacon roll, a train fare, a match ticket, a replica shirt, pay-per-view cost and a match programme.
For further information
Scott Mowbray, Head of Public Relations, Virgin Money
Tel: 01603 215594
Kevan Reilly/Billy Partridge/Holly Clark, Citigate Dewe Rogerson
Tel: 0207 638 9571
Football Supporters’ Federation
Malcolm Clarke 07939 594379
Steven Powell 07881 950613
About Virgin Money:
- Virgin Money is Virgin’s financial services arm and was established in 1995.
- Virgin Money has over two million customers and offers a wide range of financial products across lending (e.g. credit cards and personal loans), savings (e.g. deposits, investments and pensions) and protection (e.g. life insurance, home insurance and car insurance) to the UK market.
Virgin Money Personal Financial Service Ltd is authorised and regulated by the Financial Services Authority. Registered office: Discovery House, Whiting Road, Norwich NR4 6EJ. Registered in England No. 3072766. Entered on the Financial Services Authority's register number 179271.
About The Football Fans’ Census:
The Football Fans Census is Europe’s leading football research expert. With over 100,000 members The FFC provides a communication channel between the supporter and the football industry.
About the Football Supporters’ Federation
The FSF represents over 142,000 members supporting clubs and national teams at all levels throughout England & Wales. www.fsf.org.uk
