Following thousands of Liverpool fans walking out in protest in the 77th minute of their 2-2 draw with Sunderland at Anfield last weekend, owners Fenway Sports Group have halted plans to increase ticket prices for next season.
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Owner John W. Henry, Chairman Tom Werner and President Mike Gordon have issued a detailed and apologetic open letter to fans of Liverpool, in which they “apologize for the distress caused by our ticket pricing plan for the 2016-17 season” and also confirm prices will be frozen for the next two campaigns.
Henry and FSG stated they felt “troubled by the perception we don’t care about our supporters, that we are greedy, and that we are attempting to extract personal profits at the club’s expense.”
They pointed to the fact that FSG has put up the $170 million needed to build the new Main Stand at Anfield which will be completed for the 2016-17 season, while they also admit they got parts of the ticket pricing wrong.
Admitting to their mistake has left a warm feeling with most Liverpool fans as their numerous protests over the fact that some tickets would cost £77 ($111) next season were heard loud and clear by the owners.
Here is a link to the letter from FSG in full, while below is a detailed outline of the new pricing policy put in place by the owners under the heading “Message Received.”
It certainly has been.
After an intense period of consultation with LFC management we have decided to make major revisions to our ticketing structure for 2016-17:
- Removal of game categorisation – regardless of the opposition fans will pay the same price for matchday tickets.
- The pricing of tickets will be readjusted to result in zero revenue growth from GA ticketing on a like-for-like basis.
- Though individual ticket prices may move marginally from this season, we are freezing our 2016-17 GA ticket revenue at the 2015-16 level exclusive of newly-added seats in the new Main Stand.
- The price of our highest general admission ticket will be frozen at the 2015-16 level – £59.
- The price of our highest season ticket will be frozen at the 2015-16 level – £869. The lowest price reducing a further £25 from the 2015-16 level to £685, as well as all other tiers being frozen or reduced.
- £9 GA seats will be offered for each and every Premier League match, an allocation of more than 10,000 tickets across the season.
We would hasten to add that the other initiatives announced last week in the 2016-17 plan will remain:
17-21 young adult concession – 20,000 tickets across the Premier League season available at a 50 per cent reduction for young people.
1,000 tickets to Premier League matches across the season will be given away free of charge to Liverpool schoolchildren based on merit, as recommended by their teachers.