Liverpool’s owners Fenway Sports Group have scrapped their plans to charge £77 for match-day tickets in the new stand.
Following Saturday’s events, when thousands of Liverpool fans left Anfield in the 77th minute of their fixture against Sunderland, the American company have apologised for the “distress caused” and frozen the top price of tickets at £59.
All details were laid out in an open letter to the fans from principal owner John W Henry, chairman Tom Werner and FSG president Mike Gordon.
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- It has been a tumultuous week. On behalf of everyone at Fenway Sports Group and Liverpool Football Club we would like to apologize for the distress caused by our ticket pricing plan for the 2016/17 season.
- The three of us have been particularly troubled by the perception that we don’t care about our supporters, that we are greedy, and that we are attempting to extract personal profits at the club’s expense. Quite the opposite is true.
- A great many of you have objected strongly to the £77 price level of our most expensive GA seats and expressed a clear expectation that the club should forego any increased revenue from raising prices on GA tickets in the current environment.
- Message received.
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- Removal of game categorisation – regardless of the opposition fans will pay the same price for match day tickets.
- The price of our highest General Admission ticket will be frozen at the 2015/16 level -£59.
- The price of our highest Season Ticket will be frozen at the 2015/16 level - £869. The lowest price reducing a further £25 from the 2015/16 level to £685, as well as all other tiers being frozen or reduced
- £9 GA seats will be offered for each and every Premier League match, an allocation of more than 10,000 tickets across the season.
Many Liverpool fans were overwhelmingly positive about the club's change in thinking.
However, such optimism did not extend to all, with some fans taking exception to some of the statement's wording whilst others complained that the prices were still too high.
Could owners be doing more?
Considering the recent sale of the rights to show Premier League games for £5.136 billion, there is certainly an argument that more could be done to look after the fans.
By freezing their prices Liverpool's owners have effectively appeased the fans in the short-term whereas a reduction would show a real recognition of the importance of the club's support.
At £59, Liverpool's prices are actually reasonable in comparison to the £97 charge to watch Arsenal at the Emirates, or the £87 to watch 13th place Chelsea play at Stamford Bridge.
Do you think there is a chance of further reductions after the actions of the Liverpool fans? Give us your opinion in the comment box below!