Prices & Digital Ticketing Risk Excluding Football’s Traditional Fans

New research from Aston University warns that affordability pressures and digital ticketing restrictions could erode the inter-generational supporter culture at the heart of English football.

As the new Premier League season approaches, many supporters are facing growing frustration over the cost and accessibility of attending live football, according to new analysis from Aston University.

The research highlights concerns that rising ticket prices, reduced concessions and more restrictive digital ticketing systems are making it harder for long-standing supporters to maintain their connection with clubs.

Dr Danny Fitzpatrick, an expert in sport governance and football fan culture, said the modern game’s commercial pressures are reshaping access to matchdays and risking the exclusion of fans who have traditionally formed the backbone of English football.

While football has always involved an admission charge, clubs historically took a relatively conservative approach to pricing, with loyal local support generally prioritised over maximising matchday revenue.

However, Aston University’s analysis points to a significant shift since the formation of the Premier League in 1992. Ticket prices are estimated to have risen by around 800 per cent between 1990 and 2025, alongside the growth of demand-based pricing, premium matchday experiences and hospitality packages.

Supporter campaigns have secured notable concessions in recent years, including the £30 cap on away tickets in the Premier League. But researchers argue that recent pricing decisions suggest a new phase of hyper-commercialisation across the game.

Ahead of the 2024-25 season, 19 of the league’s 20 clubs increased ticket prices, with some rises reaching 28 per cent. In one case, the cost of a child’s season ticket more than doubled.

Interviews with supporter groups during the 2024-25 season found widespread concern that clubs are increasingly prioritising short-term revenue growth over long-standing, community-based support.

The research also raises concerns over the reduction of concessionary pricing for younger and older supporters, with fans warning that higher costs could change the demographic make-up of football crowds.

Supporters interviewed for the study said reduced concessions risk making it harder for younger generations to develop lifelong connections with clubs, while also placing additional pressure on older fans who have supported teams for decades.

Fan activists also expressed concern that clubs may be moving away from traditional season ticket models in favour of attracting higher-spending domestic and international visitors.

The average age of the Premier League matchday crowd has risen steadily over recent decades. In 2012-13, the last season for which the Premier League published this data, the average age was 41.

According to supporters interviewed for the research, rising prices and reduced concessions could further alter the composition of matchday crowds and weaken the community ties that have traditionally defined English football.

Alongside rising costs, many clubs have intensified efforts to tackle ticket touting through digital ticketing systems and automated monitoring tools. These measures follow long-standing concerns about online secondary markets, where tickets are often resold at heavily inflated prices.

Clubs have reported success in identifying organised criminal networks involved in large-scale ticket resale operations. However, the research suggests some ordinary supporters may be unintentionally affected by the same systems.

Recent controversies involving clubs including Manchester United, Liverpool and Arsenal have seen season ticket holders face restrictions, account suspensions or lifetime bans following suspected misuse of ticketing systems.

Supporters have raised concerns that automated detection systems may struggle to distinguish between illegal resale activity and legitimate account management by family members and friends, particularly where older supporters rely on others for digital access.

Interview participants also described a lack of transparency and limited opportunities to challenge ticketing decisions, leaving some fans feeling increasingly disconnected from their clubs.

Dr Fitzpatrick said: “Football’s strength has always come from the commitment of generations of supporters who pass their club loyalties from parent to child. If rising prices and digital barriers continue to push local fans to the margins, the game risks losing the very communities, traditions and atmosphere that made it the world’s most popular sport.

“Growing international investment, changing ownership models and increased pressure to maximise revenues have only intensified concerns about whether clubs continue to prioritise the communities that helped build their success.”