English Premier League club Everton has told supporters they may have to pay more for their tickets to reflect the financial reality of the club.
In an open letter to Everton fans, chief executive Professor Denise Barrett-Baxendale discussed the progress of the new stadium at the Bramley-Moore Dock in Liverpool and said that “Our dream is becoming a reality”.
However, the cost of the stadium is a key sticking point, with the club needing to find the financial clout to deliver the project.
While fans will still be invited to consult with the club on matters such as ticket prices, Barrett-Baxendale said: “The stark financial pressures created by the COVID pandemic, balanced alongside the significant costs of a stadium build and our own footballing ambitions, now means our approach to match day, season ticket and lounge membership pricing for our remaining years at the Grand Old Lady has to reflect the reality we are faced with.”
Barrett-Baxendale also noted that 10 years of price reductions, freezes and more attractive payment solutions have resulted in adult season tickets for current home ground Goodison Park being more than 25% cheaper than a decade ago. Across all season ticket categories, from children’s tickets to seniors, she also highlighted how they were 46% cheaper than 10 years ago.
Season ticket pricing for the 2022-2023 season will be confirmed and relayed to supporters in December.
She added: “I can assure you, however, that our requirement to increase match day revenues will be approached with our usual Everton sensibilities and in consultation with our Fans’ Forum and key fan groups.
“It is essential we deliver not just a magnificent sporting arena – but also an exemplary match-going experience.”
A new website has also been created and will be launched later this year to provide insight into the new stadium at Bramley-Moore Dock. It will showcase visuals of bars, restaurants and social spaces, as well as stadium-related information and design concepts.
Everton celebrated breaking ground on the new stadium project back in August.