English football will face 'enormous opposition' over dynamic pricing - as two Spanish sides adopt controversial system
It comes after the huge controversy surrounding the sale of tickets for next year's reunion shows by Oasis - where dynamic pricing saw tickets worth 拢148 being sold for 拢355 within hours of release.
Thursday 5 September 2024 08:29, UK
English football clubs are being warned they will face "enormous opposition" if they try to introduce dynamic pricing for match tickets - after two top sides in Spain confirmed they were adopting the controversial practice.
Valencia and Celta Vigo are believed to be the only European clubs to have embraced the system for this season's matches.
Although there are no suggestions dynamic pricing will be introduced into the English game, there has been growing concern clubs are vastly hiking prices, depending on the level of opposition.
It also comes after the huge controversy surrounding the sale of tickets for next year's reunion shows by Oasis - where dynamic pricing saw tickets worth £148 being sold for £355 within hours of release.
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The Football Supporters Association (FSA) warned against "greedy owners in football" trying to "exploit supporter loyalty" in the English leagues.
In a statement, the FSA said: "With impeccable timing after the Oasis fiasco, voices in football have started to float the idea of infecting football with dynamic pricing.
"Never underestimate the potential for the most greedy owners in football to try and import terrible ideas from other industries to exploit supporter loyalty.
"Match-goers are already mobilising against the recent wave of price rises and attacks on concessions. Any underhand increases will be met with enormous opposition."
The FSA said it is also concerned over how 19 of the 20 Premier League clubs raised prices over the summer.
Valencia said it had the support of Spain's top league - LaLiga - to introduce dynamic pricing.
In a statement, the club said: "One of the new features for the 2024/25 season is the implementation of dynamic prices when purchasing tickets.
"Following the global trend established for shows, sporting events and entertainment, Valencia CF will use this practice that has the support and technology of LaLiga.
"Tickets will go on sale with a base price, which could increase as the days go by, subject to different parameters such as the occupation of the stadium area and the proximity of the date, among other factors.
"Buying your tickets early ensures you the best section and the best price."
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UEFA to lower cap on away prices
Celta Vigo confirmed its ticket prices were "dynamic and are subject to change".
In contrast, football's European governing body UEFA said this week a cap on away ticket prices in the Champions League would be lowered this season - and then reduced again for 2025-26.
Villa face backlash over Champions League tickets
Meanwhile, Aston Villa are facing a backlash from their own fans after pricing tickets as high as £97 for their home Champions League matches this season.
Villa are participating in Europe's elite club competition for the first time in more than 40 years after their fourth-placed finish in the Premier League last term.
Adult tickets for the four home games will be priced at £85, £94 and £97, with discounted rates for season ticket holders available at £70, £79 and £82 respectively.
Some cheaper rates are available for people over 66, under-21s and members of the armed forces, while some junior season ticket holders can obtain tickets for £20.
The Aston Villa Supporters' Trust accused the club of being "out of touch" and called the high prices "extremely disappointing".
In a statement, it added: "When compared to other English clubs in the Champions League this year, and indeed UEFA's own away ticket price cap, today's announcement is out of touch.
"Loyal Villa fans who've waited as long as 40 years to celebrate this momentous season are being punished and exploited."
Price hikes are 'depressing', says PM
At the House Of Commons despatch box on Wednesday, the prime minister said it was "great that Oasis are back" but called the ticketing price hikes "depressing".
Sir Keir Starmer said: "I think, from what I've determined, about half the country were probably queuing for tickets over the weekend, but it is depressing to hear of price hikes.
"I'm committed to putting fans at the heart of music and ending extortionate price resales, and we're starting a consultation to work out how best we can do this."