AHEAD of Monday’s Supporters’ Board meeting and a discussion regarding ticket prices for the 2025/26 season,  Spirit of Shankly, Spion Kop 1906, the Official Liverpool Supporter Clubs’ Network, Liverpool Women Supporters’ Club and cultuRED wrote to the club to clearly define our joint position on prices and the impact of rises.

Andy Hughes,

Managing Director

Liverpool Football Club

Anfield Road

Liverpool

L4 0TH

January 17, 2025

Dear Andy,

Re: Ticket Price Increases and the Future of Liverpool FC’s Community

We write regarding the forthcoming discussions about ticket pricing at Liverpool Football Club. As representatives of the match-going community and many more supporters worldwide, we feel it is vital to emphasise the importance of preserving the identity, accessibility, and cultural significance of Liverpool FC for all its fans, at home and abroad.

The club’s success has been built on, and continues to be fuelled by, a unique relationship between the supporters and the team – a relationship that has cultivated the iconic atmosphere of Anfield, inspired generations of fans, and contributed significantly to the global appeal of Liverpool FC, not to mention countless landmark victories at Anfield and beyond. 

That culture is not accidental; it is the result of deliberate choices made by fans and club leadership over decades to preserve it and nurture it.

Now, the club faces another choice: whether to prioritise short-term financial gains – money we believe is largely inconsequential to the sustainability and success of LFC – or to invest in the long-term preservation of the community and culture that defines Liverpool FC. This unique identity sets the club apart from so many others worldwide and remains its greatest strength.

The Impact of Ticket Price Increases

We understand that football is a business and some clubs make a choice to target the richest people interested in attending stadiums without consideration of the consequences for culture and atmosphere.

But football is also a community. Liverpool FC is in Anfield, and should be of Anfield; a Premier League match should not be off limits to a supporter growing up in the same postcode as the club.

We know the club will argue that every penny generated is reinvested, but the revenue from ticket price increases for general admission and season ticket holders represents a fraction of the club’s overall income.  

With the club now having a bigger stadium, an 11,000-strong corporate offer, more matches in the extended Champions League format (and greater income from the competition), plus the prospect of a greater share from the new £12.25bn TV rights deal, this further lessens the impact of year-on-year price rises – the impact of which on loyal supporters, many of whom are already stretched, would be profound.

From supporters’ perspectives, we would argue the following, and are keen to hear club executives’ views:

1. Ticket price increases are a choice, not a necessity. Liverpool FC’s revenues have grown exponentially in recent years. The value of the club has increased significantly, and its commercial strength is unrivalled. It is a myth that ticket price rises are required to remain competitive.
2. The community is the club’s greatest asset. The unique culture and identity of Liverpool FC – the “golden goose” – are what differentiate it from other clubs and drive commercial success. Pricing out supporters risks undermining the very foundation of what makes Liverpool FC special. The Kop, the culture of it, and the people in it, should be valued and protected.
3. There is a better way. Clubs in Germany, Brentford here in the Premier League, and others elsewhere have shown that success on and off the pitch does not require exploiting supporters at every turn, every year. Instead, they have chosen to keep ticket prices affordable and invest in creating accessible, inclusive environments. Supporters are feeling the squeeze from all angles right now – from tickets, to travel, to food and drink on concourses, the prices of kits for children, not to mention everyday life. Football costs take up much more of supporters’ disposable income than they once did with prices outstripping inflation by huge amounts for decades.

Our Asks

As the custodians of Liverpool FC, we urge you to consider the long-term implications of ticket price increases. Specifically, we ask for:

1. Prices for general admission tickets and season tickets to be reduced for the upcoming season. The Football Supporters’ Association has called for a freeze across the Premier League, but we believe prices are already too high and should be reduced.
2. A stronger commitment to meaningful engagement with supporters. In April 2024, LFC agreed to review its engagement with the Supporters’ Board, particularly on ticket pricing. We are eager to see how this commitment takes shape in the coming weeks. We would like the club to continue to commit to meaningful engagement with supporter groups in decision-making, ensuring transparency and long-term consultation on matters affecting fans. Our aim is to work collaboratively with the club to develop solutions that address the needs of all stakeholders. We also believe there are opportunities for revenue growth that align more closely with the interests of all parties, fostering goodwill, loyalty, and global opportunities.
3. Recognition of supporters as the cornerstone of Liverpool FC’s culture. That the club acknowledges and protects the essential role of supporters in sustaining the culture and legacy of Liverpool FC. We do not want prices to kill The Kop or deter passionate, generational supporters from attending matches at Anfield.

We believe that by working together, we can safeguard the future of Liverpool FC as we know and love it, and as it is known worldwide, ensuring it remains accessible to all, continues to inspire generations of fans and continues to demonstrate the celebrated storied bond between players, manager and supporters.

Next Steps

At the upcoming supporters’ board meeting and in the future, we would like to discuss these issues and explore alternatives to ticket price increases for the coming season and beyond. Additionally, we are prepared to share further evidence and insights from the wider football community to support our position regarding the threat to Liverpool’s football culture.

The choices made now will define the future of Liverpool FC. We hope the club will choose to stand with its supporters and uphold the values that have made it a beacon in world football.

We look forward to your response.

Yours sincerely,

Spirit of Shankly – Liverpool Supporters’ Union & Official Liverpool Supporters’ Trust

Spion Kop 1906

Official Liverpool Supporter Clubs’ Network

Liverpool Women Supporters’ Club

cultuRED – An independent organisation representing and uniting Faith, Culture and Ethnicity for supporters of Liverpool Football Club

The Role of Spirit of Shankly

Spirit of Shankly has been a voice for fans since 2008. Our mission is to ensure that supporters are not excluded from the game they helped shape. We want the club, the sport, and the community to remain intertwined. We’ve been successful before and we will be again.

The Stop Exploiting Loyalty campaign is an important step in defending the traditional fan. SOS will continue to stand strong in the face of these challenges, but we need you to help ensure we don’t lose the essence of what makes football — our football — so special.

Your support is vital. Your voice matters. Join us in standing up for the fans and taking a stand against the exploitation of loyalty in football.

Go to: spiritofshankly.com/join and become a free supporter of SOS or sign up for our annual membership to have a say in how SOS is run.