Newcastle United
Acquiring a season ticket at Newcastle United has increasingly become a rare achievement, akin to “hen’s teeth” on Tyneside. This scarcity contrasts with the early 1990s when obtaining a ticket wasn’t a challenge, and fans could leisurely enjoy a drink at the Strawberry Pub before kickoff and still secure a spot at the Gallowgate End. This landscape started evolving with Kevin Keegan’s arrival in 1992, which resulted in supporters being locked out and a club review on ticketing. By the end of that year, season tickets were in high demand, energizing every corner of St James’ Park. The club expanded, adding the Leazes End in 1993, accommodating new season ticket holders with the start of the Premier League era.
During the mid-90s, with Newcastle becoming serious contenders, the stadium’s 36,610-capacity seemed inadequate. Then director and future chairman Freddy Shepherd advocated for an increased capacity, ultimately raising St James’ to 52,350 seats. However, this expansion marked the end of growing capacity, and in the following years, under Mike Ashley’s ownership, fan dissatisfaction grew as cheap team investments clashed with expectations of vibrant atmospheres and full houses. The aftermath was stark: over 10,000 empty seats in a previously thriving stadium, which was memorably ranked “in the top three of the Premier League and the top 10 of Europe” by Sir John Hall.
By 2019, facing shrinking audiences, Steve Bruce was dispatched to address this issue.
Steve Bruce said, “We want a full St James’s Park. We know what it’s like when it’s full. When it’s full, it can be a pretty intimidating place. I think it’s a wonderful gesture from the club and also a big reward for the truly loyal support that we’ve got. It’s a wonderful gesture. Well done to the ticket office as well, who I think are inundated. We still got the best part of 43,000 (against Southampton last weekend), quite a remarkable crowd. It’s something that we’ve tried to address. It’s something the club has thought about, and the gesture is terrific. I’m glad we can have a full St James’s Park, because that’s what it’s about. Hopefully, we can thrive off that support.”
The narrative changed dramatically in 2021 with the Saudi-led takeover, reigniting interest and excitement reminiscent of the more prosperous eras. Despite release of an additional 1,000 tickets, demand soared, and the ticket office was inundated with calls from hopeful fans. Season ticket holders today are seen as particularly fortunate due to the overwhelming demand reflected in a membership list extending beyond 50,000. Two avenues remain for those eager to witness Eddie Howe’s team: joining the massive membership list or opting for costly corporate packages. Prices for these premium experiences range between £325 and £624 per game.
The club’s leadership acknowledges the capacity constraints and is evaluating potential solutions, keeping fans’ perspectives in mind. The core question revolves around what the new capacity should be, with debates suggesting figures from 65,000 up to 80,000, driven by the quality of performance and ambitions of the club. The increased capacity could resolve the pricing out of average fans and address the perpetual demand and waiting list.
CEO Darren Eales said, “The season ticket waiting list is a great example of something that we should inbound to the fan advisory board. If they do stay what can the capacity be? What does it need to be? Some say 65,000 would be fine, others believe that 80,000 could be filled. Either way it would be a nice problem to have but one thing is clear, if the product on the pitch is good enough and the ambition of Newcastle is high enough, there will always be demand and a waiting list of some sort.”
