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Norwich City revamps membership scheme with loyalty system

Norwich City has unveiled its new ticket membership scheme following outrage over last season’s ticketing changes that led to the club apologising to supporters.

Following a consultation process with fans, the Premier League club has moved to reintroduce a tiered loyalty system, which will be based on games attended during its 2018-19 promotion-winning season in the Championship.

The three membership options will include home, away and junior options for the 2020-21 season, with the two adult options costing £35 each, with current members able to renew at the discounted price of £25. Junior Canaries memberships will cost £25, with Under 16 season ticket holders also able to add a membership at a discounted price of £15.

Chief operating officer Ben Kensell said: “This is a membership scheme built by the fans, for the fans. Our consultation process has been thorough and extensive, and we’ve canvassed opinion and taken on board feedback from supporters both locally and further afield.

“The consultation process demonstrated that there certainly is not a scheme that will work for every supporter, but we are confident that the solution agreed with supporters is a significant step forward.”

The new membership plans for the 2020-21 season also include a new Match Pick option, which will allow fans to choose which games they want to watch.

Kensell continued: “We’ve made the decision to return to a tiered loyalty system based on games attended during our 2018-19 promotion-winning season and have also introduced a Match Pick, which will allow supporters better opportunity to purchase tickets to their desired game.”

Major changes were implemented one day prior to the Premier League fixtures being announced for the 2019-20 season, causing fans to urge Norwich to “urgently rethink” the system. The fans claimed it was a “tax on their loyalty” and that the lack of consultation “damaged the bond between the club and the fan base.”

Norwich acknowledged the problems at the time and held a meeting with representatives of supporter groups to discuss the issues and make suggestions. Throughout the season, consultation meetings have continued with the 2020-21 season hoped to improve the fan experience.

Image: Ronnie Macdonald