Through staunch public opposition, a coordinated stadium walk-out, and a strongly-worded video critique of the squad, the powers that be at Liverpool have scrapped their proposal to raise the prices of tickets.
In an open letter addressed to fans, executives with Fenway Sports Group, who own the club, apologized for their prior plan while explaining that the price hikes were intended to keep the club financially competitive with their rivals. Still, they’ve taken note of how unpopular the terms were and have laid out a new plan for the next two seasons:
- 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% reduction for young people.
- 1,000 tickets to Premier League matches across the season will be given away free of charge to Liverpool school children based on merit, as recommended by their teachers.
A good first step, to be sure, but there’s still the little matter of fookin’ James Milner.
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