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Recession bites as football fans count the cost

• One in four season ticket holders considering cancelling and nearly one in 10 plan to share
• Virgin Money’s Football Fans’ Inflation Index shows match day costs average £95.60

Nearly one in four season ticket holders are considering cancelling their tickets and one in 10 are planning to share the cost with friends as recession fears bite football, according to new research* from Virgin Money.

The findings from the firm’s authoritative Football Fans’ Inflation Index, which has tracked match day costs since January 2006, show the pain of recession is spreading to hard-core football fans as die-hard supporters start to think the unthinkable of giving up season tickets.

It found 24 per cent of season ticket holders are considering cancelling with 3 per cent thinking about giving up going to all games while 21 per cent are considering cancelling and buying tickets when it suits.

And 9 per cent of season ticket holders are considering sharing the cost of a season ticket with friends and family in order to save cash.

Virgin Money’s Football Fans’ Inflation Index shows the cost of a match day for an individual is currently £95.60 - 22.6 per cent higher than the level at launch three years ago.

Research among 3,887 Premiership and Football League fans shows the cost squeeze is hitting all levels of the game but the pain is particularly acute in the Premiership.

Clubs most at risk include West Ham United, Blackburn and Newcastle United where as many as 37 per cent of season ticket holders are having second thoughts about renewing. Even fans of Premiership and European champions Manchester United are feeling the pinch with 36 per cent considering giving up season tickets.

However fans of Wigan are most likely to stay loyal – just 14 per cent are considering giving up their season tickets while 18 per cent of Stoke, Sunderland and West Brom fans are thinking of giving up season tickets.

Recent heavy discounting on the High Street in the run-up to Christmas and drops in petrol prices have eased the cost pressure for fans going to live games in the past three months, the Football Fans Inflation Index shows.

Virgin Money’s Grant Bather said: "The recession is starting to bite football as fans count the cost of following the game. The game has been lucky so far but it looks like the winning run is over and the crunch is on the way.

"Football fans are legendarily loyal but when people are worried about losing their jobs something has to give and spending on season tickets is going to bear the brunt as supporters look to save money.

"No sector of the economy is immune from the downturn and clubs will have to start thinking about ways to make it easier for fans. To be fair there are signs that some clubs are responding but more needs to be done."

Malcolm Clarke, Chairman of the Football Supporters Federation, commented: "Over the last 15 years football inflation has consistently exceeded ordinary inflation and the industry may well now pay the price for its short-sightedness in allowing that to happen.

"At the end of the day watching football is a leisure activity and it would be very surprising if it was immune from the sharp effects of the recession, particularly at the top end of the game where prices are so high.

"Premiership fans know that these days they can watch almost any game in the pub for the price of a couple of pints, and this is becoming an increasingly attractive alternative for many."

Virgin Money’s Football Fans’ Price Index shows that in the past three years the cost of attending games has risen by 22.6 per cent. At the launch of the index in January 2006, the match day basket of goods** cost £77.95 compared with £95.20 now.

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.

Costs have fallen in the past three months with the price of petrol, replica shirts and average match tickets dropping.

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.

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Notes to editors:

* Football Fans’ Census interviewed a representative sample of 3,818 football fans between 17th and 31st December 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:

Grant Bather, Public Relations Manager, Virgin Money
07834 844 427

Kevan Reilly/Billy Partridge Citigate Dewe Rogerson
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 (FSA). Registered Office: Discovery House, Whiting Road, Norwich NR4 6EJ. Registered in England no. 3072766. Entered on the Financial Services Register (www.fsa.gov.uk/register), 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.