Nottingham Forest season ticket costs prove Premier League balance is all wrong

In an era of low inflation and Premier League broadcast revenues rising sharply both domestically and internationally, there was less pressure on clubs as businesses, and at a time when they were enjoying more money than ever arriving in the coffers, hiking ticket prices for fans would have been a poor look.

For the Premier League they still have hope that the continued love-in for English football’s top-flight internationally will yield bigger revenues when the next cycle comes around, especially with the United States now a market of serious growth. It is likely that those revenues will rise considerably, but it might not be the panacea for all that ails Premier League clubs.

But it is the scale of the increase from Nottingham Forest that has been a major talking point this week, with the club having increased its season ticket prices by an average of 24% for the 2024/25 season, even if they fall through the Premier League trapdoor and back into the Championship next season.

So why are Forest and others all breaking from what had been the norm for so long and announcing price rises? Market-driven factors and rising inflation has impacted significant cost lines including wage costs, labour-based contracts, utilities, and rates at clubs, the majority of which are loss-making businesses.

Season tickets are also an important factor in cash flowing the business. The summer months can be lean with no games played, while new signings and the need to spend money in the market still exists. Season ticket sales help the cash flow of clubs through this period, and an increase in the money coming into the club ahead of the season is a welcome boost.

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