So far West Ham are the only club to announce a fall in season ticket prices as a result of the increased TV rights deal which will come in to effect for the 2017/17 season.
Surely several more Premier League clubs will follow suit but as it stands West Ham are the first club to reduce their season ticket prices as a direct result of the huge increase in TV money the league will be seeing. And it’s a big drop too.
West Ham’s cheapest adult season ticket that season will cost £289, down from between £620 at present. That’s huge. Right now season tickets at West Ham are actually climbing up to 5% but that is all the more tolerable given the upcoming reduction.
Unless others jump on the goodwill bandwagon, it’ll make the Hammers the cheapest season ticket in the league with Man City currently holding that accolade with a season ticket costing just £299 at the Etihad Stadium.
There is a little more than meets the eye to this West Ham move however. 2016/17 will be their first season in the Olympic Stadium, meaning a whole lot more bums on seats. That of course means more revenue. So with the combined new TV rights deal plus an extra 19,000 more seats. They’re clearly concerned about filling the stadium and a price cut like that goes some way to allaying that fear.
Arsenal famously played their Champions League home games at Wembley in 1998. Worried about filling the stadium, ticket prices were slashed, much like West Ham. And it worked, the Gunners filled every fixture with raucous crowds, something West Ham have surely taken note of.
Now that the first moved has been made it’ll be interesting to note who follows suit. West Ham will benefit from increased revenue through the stadium move admittedly but it does show that non-matchday revenue streams like the TV rights deal can be sued to offset the ridiculous prices season ticket holders now pay.