I really believe that the club’s confirmation of fundamental changes to age and accessibility concession proposals is the most important thing to hit our fanbase since the stadium move from the Boleyn to the London Stadium. For those who are not aware, for the 2024-25 pricing strategy, Bands 1, 2, 3, and 4 will be sold to new season ticket holders at standard adult prices.
Concession pricing for new season ticket holders in Bands 1, 2, 3 and 4 will be at the standard adult prices. For pre-existing season ticket holders and concession season ticket holders, their current concession pricing is still eligible in Bands 1, 2, 3 and 4 during the current renewal period. Anyone wanting to purchase a new concessionary rated ticket will only be able to purchase these in Bands 5 & 6.
When I first saw these changes on the club’s website, my immediate thought was what a slap in the face to not only long term fans but to potential new ones. Do you remember when our board members said the below in? I know I do.
West Ham United Vice-Chairman Baroness Karren Brady said on 18 December 2019: ‘As a Club with community at its heart, West Ham United prides itself on being the home of affordable family football in the Premier League, offering our loyal supporters the chance to watch their beloved Hammers week in week out. Making Premier League football accessible to our local communities underpins our commitment to our fans, the area surrounding the Stadium, across the London Olympic boroughs, and into Essex.”
On 16 November 2017, Joint-Chairman David Sullivan said: ‘At West Ham United we are totally committed to providing affordable, family football for our supporters and we are delighted that this has once again been recognised in the BBC Price of Football survey. With 52,000 season ticket holders for the second season running, and almost 50,000 on the waiting list, I think it is clear that our supporters are seeing the benefits of that commitment.’
I’m not sure Brady & Sullivan remember as they seem to have thrown affordable family football away. When the concession age changed from 65 to 66, there was little outcry from fans. In fact, there were a lot of comments coming back at those who raised their voices to the effect of, ‘stop moaning and enjoy the ride’.
Match day ticket revenue is now such a small part of the overall income stream compared with TV money. It’s why the fixtures get shunted around so annoyingly – TV rights are much more important to the club commercially than the match going fan.
Even more so in our case given that our ‘deal of the century’ means most of the revenue from matchday food and drink doesn’t go to the club. The club can set prices wherever they like and it really wouldn’t impact the financials that much.
They can also determine all the decisions about concessions, price bands, categorising matches and deciding what discount to give season ticket holders vs the cost of 19 games on a match-by-match basis. Yes, they can justify increases by pointing to inflation, prices at other grounds etc but it’s still a choice the club makes.
Clubs decided that £20 (now £30) is plenty; for away fans. Any club could decide to do the same for home fans if they wanted to. It’s fair to say that this is not just a West Ham thing. Other clubs are doing the same.
And it’s probably an unintended consequence of the FFP rules; we all wanted something done about the State-controlled club’s spending, which the powers that be did, but it means for the other clubs to grow, including us, we have to do it by generating income. I am sure that West Ham has done the maths, but it seems obvious to me that the CAT 5 & 6 seats will sell out quickly, and any new season ticket holder with kids will not have access to concessionary priced seats.
Fast forward a few years and they will have phased out concessions all together. Maybe not even a few years, maybe now when you look at the individual prices for our first couple of home games Aston Villa and Manchester City that have gone on sale, with the prices all the same in each band. The Man City prices in particular are ridiculous. I look at other clubs and see the impact of their American owners, who I blame for all these changes.
They want to make our English football like their American Football and just have one price for tickets in the stadium, regardless of who has it, no matter their age or any disability. This will inevitably lead to an increase of people buying season tickets just because they can afford them. A family of four or five won’t be able to have season tickets unless they are an extremely wealthy family. The game we know and love is truly fading and dying.
Fans need to come together and let our voices be heard on this issue, and I’d urge everyone to get behind Hammers United and the Independent Supporters Committee. They along with other fan groups have started a petition on the issue. I state this is the most serious issue since the move of the club and could wind up being a significantly more important issue than the move given the importance it will have affecting the fanbase for years to come.
The fight to keep concessions and fair ticket prices has to be made sooner rather than later. I urge everyone to sign and share the petition, to tell your friends about the issue, to tell everyone that will listen about the issue.
I have been a life long West Ham supporter and now a senior citizen. However, not just for me, but for all loyal West Ham Supporters and die-hard Hammers I feel this it a purely commercial attack and find it an
abhorrent way to treat us fans.
The management should hold their heads in shame. Be fair to your loyal fans and rethink this madness. COYI