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.
‘Underhand increases will be met with opposition’
“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.
Fans could face higher prices to watch Celta Vigo this season. Pic: Reuters
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.
‘Buying early ensures best price’
“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.
Analysis: Concern fans will be priced out of sport
The Oasis sales process has seen dynamic pricing become associated with ripping off ticket buyers – partly through a lack of awareness before many reached the checkout.
But sport has been clearer about the use of the practice.
And it is usual for fixtures within the same competition to have varying prices depending on the opponent. The concern is about pricing out fans.
But European football’s governing body, UEFA, has this week put a cap on the maximum a club can charge away fans in the men’s Champions League, Europa League and Conference League from this season – with further reductions next year.
That is assisting fans, rather than springing a surprise price during the sales process.
With dynamic pricing, there is a danger that fans leave it late to try to get cheaper tickets – but that runs the risk of missing out completely.
But it could allow a fan to snap up a cheaper deal late on while allowing the club to fill a stadium.
And that atmosphere is craved by the fans and sports organisers alike.