Are SPFL away ticket prices too expensive? And is price cap on agenda?
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An adult Kilmarnock supporter heading to Ibrox on Saturday will be asked to hand over £34 to watch their team.
Hibernian fans eager to be at their new manager’s debut match at Tannadice will have to part with £30. Dundee punters at Falkirk will have to pay £28, as will St Mirren followers at Tynecastle.
All that before you factor in travel, food and whatever else comes with a day at the football.
Further down the SPFL, the entry fee drops. But Morton fans could still pay £24 at Arbroath in the Championship; Hamilton supporters £21 at Alloa in League 1; and Kelty Hearts followers £18 at Stirling Albion in League 2.
So how much is too much for a match ticket?
The SPFL regularly trumpets the fact that Scotland’s top flight is the best attended in Europe per head of population.
But does the rising cost of going to games put that status at risk? What can we learn from elsewhere? And what – if anything – might change?
How much does it cost at each club?
We asked all 42 SPFL clubs how much they charge visiting supporters and below are the figures that they provided. Within each of the four divisions, prices for adult tickets are broadly similar between the different clubs.
The graphics below capture the most expensive and the cheapest price at each ground, with the actual figure changing based on the opponent, location in the stadium, and whether the ticket is bought in advance.
A greater variation comes among concession prices, with many clubs offering free child entry with a paying adult, among other deals.
The graphs do not shown these promotions, but rather the range of prices for any kind of individually-bought ticket.
What do the fans say?
Aberdeen fan Glen Schreuder: “I’d like to see an away ticket cap. One of the reasons I don’t do much away travel anymore is because it is becoming unaffordable with the rise in not just ticket prices but general prices.”
Celtic fan Paddy Loughran: “Fans should be in unison in trying to put this argument to the league. I think there should be a bit more of a unity here and making sure we are holding the right people accountable.”
Dundee fan Ethan Hampton: “I really like how there is an away-day culture in British football. You want it to stay intact but how much more can you ask of supporters when they are bleeding themselves dry to follow their team? In England, they can maybe take the hit on ticket prices, but Scotland is not the same.”
Dundee United fan Paul McNicoll: “The cost of away tickets is borderline scandalous – some of the venues are a lot higher than others. It would be good if there was standard price, but it feels like we are miles away from that.”
Falkirk fan Grant Heaney: “Away ticket prices are excessive. I think there definitely has to be some sort of cap introduced. I can see both sides of it – everything is going up in price and clubs are obviously affected by that as well.”
Image source, SNSHearts fan Greg Playfair: “If you cap away prices home supporters will say ‘hold on, why is that supporter paying less than me? ‘. It is a tricky one.”
Hibernian fan Matty Fairnie: “Some clubs try and keep the price down, but I think others just see the fans as a commodity to milk. Gate receipts are a huge part of the income for Scottish clubs so they would almost be turkeys voting for Christmas.”
Kilmarnock fan Sandy Armour: “In the big wide world, everything else is going up in price. I would say try and limit it to £20. Maybe you could get six or seven clubs – the non-city clubs, shall we say – together and say ‘how about we have an agreement between us?’.”
Rangers fan Jamie Currie: “As someone who goes home and away, I find away pricing vastly overpriced given the product. It should be capped at £20 but it’s the biggest earner for clubs so it’s a catch 22.”
St Johnstone fan Sam Miller: “It seems more expensive than it needs to be for what you are getting in return. I would suggest fans like myself don’t understand the finances needed by a club to run it on a day to day basis. Maybe if that was made clearer, we would maybe be more understanding of why ticket pricing is what it is.”
St Mirren fan Mark Jardine: “St Mirren mostly make our money from people coming through the door, so I understand why prices go up. But I think it will get to a point where you are putting people off. I do find myself siding more probably with the Twenty’s Plenty, £25 cap side of things.”
Is price cap the way forward?
So a lot of fans in Scotland have suggested a price limit on away tickets and they don’t have to look far to see one in operation.
A £30 cap has been in place in the English Premier League for the last decade and, in March, clubs voted unanimously to keep it in place for another two seasons.
It was introduced amid a recognition that ticket prices had become too high and that away fans were “essential for match atmosphere”, according to the league.
Since its introduction in 2016, away attendances have increased from 82% to 91%.
Michael Brunskill of the Football Supporters’ Association, told BBC Scotland there was initially some grumbling from home fans, who sometimes had to pay more but that the mood soon changed.
“The money clubs lost is minimal and the reason the Premier League engaged is that executives understood the arguments we were making. They came to the conclusion that marginally lower prices means full away ends. That means stadiums look fantastic on TV and more pies and pints sold as well, so it all added up.”
Is something similar on agenda in Scotland?
Afraid not. A cap on away ticket prices is not on the SPFL’s agenda and has not been discussed by the clubs any time recently.
Comparisons with England perhaps fall down when you consider that Scottish clubs are far more reliant on matchday revenue, given their smaller broadcasting deals.
Furthermore, despite the ongoing cost of living pressures, attendances in Scotland are continuing to rise so clubs will likely be reluctant to introduce a measure which – initially at least – could lead to drop in income.
The issue has attracted political interest, with the Scottish Green’s calling for a £25 cap prior to the Holyrood election in May.
But, while a cap doesn’t exist, those in power might point out that there is a safeguard on away ticket prices, with the SPFL preventing clubs charging visiting supporters more than home fans for equivalent seating.
A number of clubs offer various concessions and offers and it should be noted that away fans can attend games at various levels of the SPFL for less than £25.
The harsh reality is that the cost of everything seems to be going up at the moment and, perhaps, any campaign for cap will only gain real traction when fans stop going.
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