MUST Update:
MUST UPDATE ON CLUB’S £66 TICKET PLANS
- CLUB BACK DOWN ON SUPPORTERS' CLUB BRANCHES IMPACT
- MUST SURVEY SHOWS SCALE OF FANS DISCONTENT
- PRESSURE NOW ON CLUB TO REVERSE KIDS PRICES
We wanted to update you on progress in the campaign against the Club’s plans — now implemented — to charge a flat price of £66 to all Members for tickets for the remaining matches of this season. This price will be the same for adults, kids and seniors, and the same wherever you are in the ground.
Since the decision was revealed a week ago, there has been a huge outcry from supporters and in the media. MUST joined the FC58, TRA and other supporters groups including Everton fans, in a protest on Sunday, along with media appearances raising the profile of the issue. On Monday, we met with the Club to discuss the issue through the Fans Advisory Board on which we have membership. This followed direct discussions with MUST and club staff which had preceded that meeting and have continued since to progress reconsideration of the matter.
Club backs down on supporters club branches
We have pressed hard on the effect on all fans in the discussions we have had. Overall, the Club is standing firm in its position, except for in how it relates to Supporters Club Branches where they have reformed how it will be implemented.
MUST has brought together a community of around 150 official supporters clubs (and still growing) which has been invaluable in many ways, including enabling branches to communicate with each other directly and share issues and solutions. The group has also helped us better represent branches to the club.
A new branches subgroup of the Fans Forum has also just been formed, composed of Branch Secretaries, some FF members as well as MUST reps with branch connections or roles. This group engaged with the club on the £66 issue and was supported by MUST with direct dialogue to progress to a decision. This proved a winning formula: the club confirmed that branch allocations of members’ tickets would not be repriced to a flat rate of £66 for future matches this season.
While this is a huge relief for branches, the core problem remains. We strongly disagree with the rationale behind this price hike. While we recognize the financial pressures the Club faces, seeking additional funds through ticket price increases is short-sighted and risks doing more harm than good, both in the short- and long-term.
MUST survey shows scale of discontent
More than 4000 of you have participated (thus far, it is still live) in our recent survey on this issue and your voice is loud, clear and near-unanimous. There is a live survey dashboard
linked here for those interested in the detail and comments, but the headlines are as follows:
- 68% of fans will attend fewer games, one way or another
- 97% think the changes will alienate the next generation of fans
- 65% are unhappy with the ownership and management of the Club, against only 12% who are happy
- The most common words people associate with the decision are ‘disappointed’, ‘angry’ and ‘exploited’. Only 3% of fans are ‘understanding’ of the decision.
- 99% of fans think it is important that the Club consult properly with supporter representatives before making any further changes to ticketing.
Pressure now to reverse kids prices decision
The recent hike in member ticket prices, particularly for children, is by far the most unpopular decision the Club has made since the partial ownership change earlier this year. It has created a significant rift with the fanbase, and the Club must act urgently to repair the damage.
The steep increase for kids’ tickets, which have more than doubled to £66 in many cases, is especially damaging. For a parent and child to attend a match, the cost is now £132—roughly double what it was before. This places a heavy financial burden on families and risks alienating young supporters, the very future of the Club’s support.
In our discussions and campaigns, we will prioritize this issue and urge the Club to reconsider. This is not just about fairness; it’s about the long-term sustainability of the Club’s relationship with its fans. Pricing out children harms the pipeline of future supporters and ultimately undermines the Club’s own commercial interests.
The bond between a football club and its fans is unique—far beyond a simple business-customer transaction. It’s a source of immense value, driving loyalty, matchday atmosphere, additional spending by fans and sponsorship appeal too. When nurtured, this relationship delivers financial and emotional rewards for both the Club and its supporters. For match going fans the way the club approaches pricing of tickets is fundamental to the perception of that relationship. If fans feel the club is exploiting that loyalty through ticket price rises they can quickly destroy the huge added value of supporter loyalty at the stroke of an accountant’s pen. Then a short term revenue increase becomes a much greater long term loss.
Preparing for next year
Finally, we share the concern that so many have expressed, namely that this change could be the “thin end of the wedge” and that there is a risk of worse to come. We will do everything in our power — directly with the club and as members of the Fan Advisory Board and Fans Forum — to protect ticket prices and ensure ticket policies are designed to appreciate fans, not punish them. This is in the best interests of our Football Club too and it is our job to ensure the senior management and owners share this crucial understanding. The lack of consultation around this change can’t be repeated, and we are actively pressing the club to remember its commitments.
Many thanks for your continued support