Manchester United have defended their decision to raise season-ticket prices despite the club’s struggles on the pitch.
Ticket prices at Old Trafford will increase by 5% next season, with under-16s being the only group to have their prices frozen. The club’s chief executive described the rise as necessary due to ongoing financial challenges, arguing that it was a fair and reasonable step to take.
He acknowledged that any price increase is unwelcome, particularly during a period of underperformance, and noted that strong arguments were made in favor of freezing prices. However, he emphasized that keeping prices unchanged would not be appropriate while operational costs continue to rise.
The club expressed gratitude for the loyalty and patience of supporters, particularly season-ticket holders, and highlighted their role as the core of the match-going fan base. The price increase, they explained, had been kept to the lowest possible level while ensuring financial stability to invest in improving the team. Additionally, measures were put in place to shield the youngest season-ticket holders from any price hikes.
Alongside the ticket price increase, other revenue-generating measures were announced. The club will convert areas adjacent to the managers’ dugouts into hospitality seating, citing the high value of that location. Season-ticket holders in these areas will be required to relocate. Another change involves a £10 fee for fans who use the official resale service within 14 days of a match.
These steps are part of broader efforts to improve financial sustainability. A club executive recently stated that without intervention, financial difficulties would have become critical by the end of the year. However, ambitious plans were outlined to make the club the most profitable in world football within three years.
The price increases are in line with those announced by some of the club’s top-flight rivals. Newcastle have also introduced a 5% increase in season-ticket prices, while Arsenal’s prices are set to rise between 3% and 5%. In contrast, clubs like Liverpool and Tottenham have opted to freeze ticket prices.
The club’s fan advisory board had advocated strongly for an across-the-board price freeze for the 2025-26 season, citing the club’s current situation. Although their push for a freeze was unsuccessful, they expressed some relief that the increases were limited to the same percentage rise as recent seasons. They also welcomed the decision to freeze prices for young supporters.
The club acknowledged the advisory board’s input, describing it as tough but constructive. However, a prominent supporters’ group criticized the decision, arguing that a price freeze would have demonstrated a commitment to unity in overcoming the club’s current difficulties.
Concerns were also raised regarding a new match categorization model for non-season-ticket holders, which is expected to lead to further price increases for high-demand matches. Calls were made for a strict cap on the number of matches that fall into higher price categories, and dissatisfaction was expressed over the increased season-ticket holder minimum usage requirement.
Despite the backlash, the club maintains that the changes are necessary for financial stability and future investment. The ongoing debate reflects the broader tension between maintaining financial health and ensuring accessibility for loyal supporters.
