In Focus: Novuna - Making Football Affordable Again
With the cost of Premier League season tickets increasing by over 7% this year alone, football runs the risk of becoming unaffordable for many match-going supporters. Clubs of all sizes are therefore considering finance options, allowing fans to spread the cost of season tickets over manageable payments.
For millions across the UK, football is more than a game — it’s a lifelong commitment. But as ticket prices continue to climb, that commitment is becoming harder to maintain. For many fans, the increasing cost of season tickets, alongside travel, food and merchandise, makes following their club a financial challenge.
This isn’t just an issue for individuals. Clubs are feeling the strain too, with concerns about attendance, engagement and future revenue.
Your matchday income strategy may now focus more on the ‘tourist fan’, rather than those who are local and loyal. The decisions by some to abolish or reduce concessionary tickets risks alienating the most loyal supporters. Senior fans, young grassroots supporters and families are being priced out at a time when football needs them most.
Going up isn’t always good!
Season ticket prices have steadily increased across all leagues in recent years, with many fans now forced to rethink whether they can actually afford their usual seat. This issue is exacerbated by the ongoing cost-of-living crisis, which means disposable income is shrinking, leaving many unable to justify the upfront expense of a full season ticket.
For clubs, this creates uncertainty. Potential buyers are delaying decisions or opting for match-by-match tickets instead. With revenue streams becoming less predictable, clubs are looking for ways to maintain attendance without placing an even greater financial burden on supporters.
Fill seats earlier
One alternative that is gaining traction is season ticket finance. By offering the ability to spread costs with low monthly repayments, clubs can make tickets more accessible while also securing revenue earlier in the year. Rather than relying on lastminute purchases in the summer, financing allows clubs to lock in income, improving financial planning and cash flow. The idea is simple: make football more affordable without compromising revenues. By introducing structured, responsible payment plans, clubs can remove affordability as a barrier and ensure that their most loyal supporters remain in the stands.
Stay competitive as expectations shift
Across industries — from travel to technology — flexible payment options have become the norm. Consumers expect choice, and football is no exception. Clubs that fail to adapt risk falling behind, while those that embrace finance options can strengthen their relationships with supporters and build a more sustainable fanbase. It’s not just about keeping current season ticket holders engaged; it’s about attracting new ones. Younger fans who might not have savings, families juggling multiple tickets and lower-income supporters who love their club but just can’t justify the upfront cost — finance solutions can provide a way to keep them all involved.
Making football more inclusive
The debate over ticket pricing is about more than just numbers — it’s about the soul of the game. As clubs push for greater revenues, they must also consider the long-term impact.
Football thrives on atmosphere, tradition and connection. If lifelong fans are priced out, replaced by one-time visitors, clubs risk losing the very culture that makes the sport so special.
Some clubs are already taking action, subsidising away tickets for under-18s for example. Moves like this really do demonstrate a commitment to accessibility, ensuring that the younger generation remains engaged.
As more clubs introduce flexible finance solutions, they can strike a balance between financial growth and fan affordability, ensuring the sport remains accessible to all.
The future of ticketing
For clubs considering finance options, the benefits are clear. Season tickets remain within reach for more fans, revenue becomes more stable and engagement stays high.
Football is changing, and so are supporter expectations. As more clubs introduce flexible finance solutions, they can strike a balance between financial growth and fan affordability, ensuring the sport remains accessible to all.
Now is the time to act. Because at the heart of it, football isn’t just about business — it’s about community, loyalty and a shared passion that should never be out of reach.
Novuna Consumer Finance offers a unique promise — they won’t recall the funds if your supporter defaults on their payments, making it zero financial risk to your club. With quick set-up and no need for FCA authorisation, you could be offering an affordable solution within weeks.
For more information, please visit: www.novuna.co.uk/football-finance
