They’re not singing anymore…
That’s because supporters up and down the country feel like football is becoming far too expensive.
And talkSPORT has conducted its Price of Football survey to hear what our listeners have to say about the value of money in 2025.
We asked 538 people about the current price of matchday tickets, football shirts, food and drink in the stadiums, and much more.
The results make interesting reading – and our listeners have even come up with some brilliant ideas on what changes they want to see from their clubs.
Ticket prices
An overwhelming 72 per cent of listeners thought that Premier League tickets are not value for money, compared to 13 per cent who said yes and 16 per cent who were undecided.
In contrast, 48 per cent were undecided on whether EFL tickets were value for money. There were 32 per cent who thought they were and just 20 per cent who said they were not good value.
Our listeners believe that football is pricing out the average working person and is comparatively too expensive compared to other countries.
One fan told us: “The prices are becoming unsustainable for the average working class fan. When you take into account travel costs, parking, food and beverages and the associated stadium prices, match day tickets and other sundry costs – it’s got silly. This is driven by the unsustainable inflation of players’ wages.”
For a family day out at the football it is seen as just too much by some.
Another fan said: “If you want to go with a family you are priced out unless you earn big money. It’s not fair.”
Over half of all those surveyed think that Premier League ticket prices should be between £24.01 and £40, while two thirds believe that concession tickets should be considerably cheaper and in the £10.01 and £25 region.
It’s not just the price of single tickets that is worrying fans, a huge 76 per cent were concerned about the cost of season tickets.
It’s no surprise that 44 per cent of people thought they were being treated like a customer, whereas 40 per cent felt like a supporter.
The solution.. Ticket price caps. An overwhelming majority (77 per cent) were in favour of introducing such measures.
New kits
Clubs bring out new kits every season and a staggering 96 per cent of our listeners think replica jerseys are too expensive.
It’s not just the new home and away shirts, there are third and even fourth kits available to buy.
No wonder it irks some fans, with 76 per cent saying they felt exploited by the extra kit ranges.
Our listeners agreed (56 per cent) believed that new shirts should be brought out every two seasons.
Food and drink
It’s not just the price of tickets you need to factor in on a matchday, it’s the food and drink too that seemingly are becoming more expensive season-on-season.
Just a third (35 per cent) believed they were getting value for money when they eat and drink at stadiums regularly.
One fan told us: “The cost! I know stadiums have to make money to stay open but the amount they charge is almost taking the mickey.”
This was a recurring theme sadly for most of the people we spoke to as another said: “Too expensive relative to how much it costs outside the stadium in other shops.”
The lack of variety on offer in the concourses also put people off spending their hard earned cash.
One supporter said: “Because they just offer pies, burgers and chips I’d rather eat something more healthy so I go to a local restaurant.”
How to keep costs down
All this means it could drive fans away from attending games in person. Of those we spoke to, 95 per cent will be going to games the same or less than they do right now.
Half of supporters will be going to see live football less in the future due to the strain on their wallets.
So how do we stop that? Our listeners had a few ideas:
- Stop paying players so much – wage caps should come in
- Ticket price caps and better value for money for season ticket holders
- Adopt the model of European clubs – like Bayern Munich
- Owners should put more money back into the clubs and stadiums
- No more short term thinking – lower the prices to sell more volume of food, drink and merchandise.
Tonight on Kick Off, Hugh Woozencroft brings you a special show, giving an insight into the cost of being a Football Fan in the current economic climate.
From 8pm – 10pm, Hugh will be alongside a number of guests including Brentford’s Marketing Director Steve Watts, Brighton’s Head of Ticketing Jen Gower and Football finance expert Kieran Maguire.
They’re talking about the increase in season tickets/match day tickets, the extortionate price of watching football on TV, (£100 PM!) rising travel costs and the truth behind the costs of club kits!
