It is the time of year when season-ticket holders receive an email from their club spelling out how much it will cost to follow them through thick and thin once again. The email often lands without warning of an increase, that bit saved for lower down after explaining the financial challenges and how the owner wants to invest to bring success. Generally it will say it was a “tough but necessary decision” to charge for loyalty. For many fans this is becoming harder and harder to swallow.
In the Premier League, with increased TV and prize money, chiselling extra out of those who almost feel obliged to attend seems unnecessary. The owners and directors who do this are well aware that fans, on the whole, will keep coming back. Football is such an integral part of many people’s lives that they cannot imagine not making every possible trip to a place they regard as a second home and are willing to cut back elsewhere to prove their commitment.
