Football fans to attend fewer live games this season

Around one in every ten football fans (9%) intends to reduce their attendance at live matches this season as rising match day costs hit home, according to new research from Virgin Money.

The poll showed fans of Premiership clubs are least likely to go to games as often as they did last year, with 11% saying they will have to attend fewer matches in season 07/08.

The Virgin Money figures reveal that Middlesbrough and Chelsea fans are the most apathetic – or least optimistic – of all Premiership clubs. Around 24 and 19 per cent of supporters claim they won’t be going to as many matches as last season respectively.

Blackburn fans however appear to be buoyed by recent successes and their club’s policy to freeze ticket prices. Rovers’ fans are least likely to reduce their attendance over the coming season, with only around one in 50 considering reducing how many games they go to.

The research coincides with the latest figures from Virgin Money’s Football Fans Price Index, which show the cost of going to games has risen by 22 per cent since February 2006.

And Virgin Money says fans are feeling the pinch as they begin to suffer the effects of five interest rate rises in a year. The company warns that fans’ reduced disposable income combined with rising football related costs could result in lower match day attendances and reduced spending on merchandise.

Virgin Money’s Football Fans’ Price Index shows that in the past 18 months the cost of attending games has risen by 22 per cent. The index is aimed at helping supporters keep track of the rises and falls in the costs of supporting their team. The company identified the match day essentials fans buy and keeps tabs on increases and decreases.

At the launch of the index in February 2006, the match day basket of goods cost £77.95. However the most recent analysis puts the cost at £95.08 – a rise of £17.13. An increase in the cost of replica shirts – particularly childrens’ sizes – is the main reason behind the increase as clubs introduce new strips at the start of the season.

Virgin Money spokesman John Franklin said: “The ordinary football fan is up against it this year. While it’s true that some clubs have frozen or even reduced ticket prices, our analysis shows that the overall cost of following your team continues to rise.

“And while perhaps last season fans were able to ride the storm thanks to some favourable market conditions, the effects of five interest rate rises will make life very difficult for many. Financially life is getting tougher, but dedicated fans won’t want to sacrifice following their team as a result.”

The Football Supporters Federation added that ticket prices continue to remain too high for the average fan. Malcolm Clarke, Chairman of the Football Supporters Federation (a Stoke City fan who will become the first-ever fan representative on the Football Association’s ruling Council next month), said: “Virgin Money’s survey shows again what any fan in this country knows. The cost of watching football here is still at ludicrous levels.

“Some FSF members were in Berlin last weekend. They paid £13 to see Hertha Berlin play defending Bundesliga champions VfB Stuttgart. This price included free public transport to and from the ground from anywhere in the Greater Berlin area. The same seat to watch Arsenal play Manchester United later this season will cost £46 with no free public transport, £44 at Spurs, £53 at Chelsea, £49 at West Ham United and £45 at Fulham. That’s simply daylight robbery.

“The clubs should hang their heads in shame. For those who travel to games, which includes a lot of home supporters these days as well as visiting fans, the cost of transport is rising too. This is especially true for those who have to or who choose to use public transport. What sort of message does that send when we should all be trying to cut down carbon emissions? Nearly 8 in 10 Premier League supporters travel either in their own car or that of a fellow supporter. The Government and the train operating companies need to up their game.

“Even in the fourth tier at Barnet in Football League Two they’re charging £15 to stand and £20 for a seat. That’s barmy. It’s not only Germany that puts us to shame. At Barcelona this term the most expensive season ticket, including membership which gives a vote for the president and board, works out at less than £28 per game. The cheapest works out at just £5.65 per match, AND that includes FREE entry to domestic Cup games!

“At Internazionale in Milan the cheapest ticket this season is less than £15. I could go on and on. We’re in REAL danger of losing the next generation of supporters in this country. Already in the Premier League its own research in showing that less than one in ten of supporters are under the age of 24.”