The AFC Bournemouth Fans’ Trust has expressed concerns over potential increases in season ticket prices for the upcoming season. Despite the club’s financial stability, as evidenced by a £14.9 million profit in the latest accounts, the trust is advocating for a price freeze to protect matchday fans. However, recent minutes from a Fan Advisory Board (FAB) meeting suggest that a freeze is unlikely, leaving fans apprehensive about potential cost hikes.
The Fans’ Trust stated: “While we don’t know the club’s specific proposal yet, our board is really hoping to see a price freeze this year. Our view is shaped by a few key areas: It’s brilliant to see the club so stable, especially with the £14.9m profit in the latest accounts. We totally appreciate that this gets reinvested into the squad and infrastructure, but we feel the Fan Engagement Standard (FES) is all about balancing that growth with protecting the matchday fan.”
The trust further elaborated: “Our fans have already had three years of rises, including that 6.5% jump last season. At £674, our cheapest adult season ticket is already more expensive than at Manchester United and Aston Villa, and we’d really like to see us move toward better affordability. We’re also keen to ensure the ongoing ‘alignment’ for Seniors and Juniors doesn’t turn into a ‘double hit’ if the base price goes up too.”
Jim Frevola, president of business operations, noted: “Currently the club average ticket price is 15% lower than the average ticket price across Premier League clubs. The club has a considerably higher percentage of supporters in concession price categories than other clubs & obvious challenges are presented by the limited capacity of the stadium.”
Frevola added: “Over the last three seasons, the majority of supporters have seen increases ranging from 6.5% up to 9.7% each season. The club are tracking metrics such as cost of living and inflation and these do factor into decision making, however, the club wouldn’t necessarily align with inflation as a sole factor, but as a consideration.”
The trust’s letter highlights the tension between financial growth and fan affordability. With the cheapest adult season ticket priced higher than those at Manchester United and Aston Villa, fans are concerned about affordability. The trust also emphasized the importance of not disadvantaging Seniors and Juniors if base prices rise.
Frevola’s remarks indicate that while the club is mindful of economic factors such as inflation and cost of living, these are not the sole determinants of pricing decisions. The club’s average ticket price remains 15% lower than the Premier League average, and season ticket renewals have consistently averaged 99% over the past three seasons, reflecting strong fan loyalty despite previous price increases.
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