As the 2024/25 season kicks off, the increasing cost of following football has been a subject of discontent amongst supporters.

Last season, we saw this come to a head across several stadiums.

Tottenham Hotspur fans turned their back on a game, after the club announced that they will not be offering new senior concession season tickets for fans over 65 starting in 2025-26.

Fulham’s crowd showed yellow cards as season ticket costs were hiked by four per cent and Wolves fans called for season ticket purchases to be boycotted, with family enclosure ticket costs shooting up by more than double for under –14s.

At a time when people are having to contend with inflation, rising utility bills and increasing unemployment, there is a real sense that clubs, who have benefited from rocketing TV rights deals and commercial revenue, must do more to make the game affordable for their most loyal fans.

There is evidence to support this simmering issue.

MKTG’s Fan Engagement Survey (2024) found that the number one reason that prevents fans attending more games is the cost of tickets, followed by travel costs, but whilst ticket prices have risen significantly, the expense doesn’t end at the turnstile.

The rising prices of replica shirts, travel to games, match day food and drink and TV subscriptions, means that whether you are watching at home, in the stadium, or in a pub, what was once an easily accessible sport, now sees fans, and particularly families, feeling priced out.

A report from Creditfix last season revealed that the average Premier League supporter spends over £3,000 per season, and up to 13% of their annual salary to follow their team. Unsurprisingly, according to a Greene King survey, 62% of fans say that they had to attend fewer games to keep costs down. But how is this broken down, and is there a way for fans on a budget to watch football?

In-stadium support has become more expensive across the board, which has seen fan protests highlight discontent. An example of this is West Ham’s changes to concessions pricing, meaning a new band 1 Under-18 season ticket rises from £270 to £1,175 annually. This has resulted in more than 14,000 fans signing a petition at the time of writing. Tottenham Hotspur had already taken a similar stance by removing the concession for new senior season ticket holders aged 65 and above, while reducing the discount in stages for existing fans.

While watching on TV may sound a more cost-effective way to follow your team, fans are now reliant on paying for three different packages across Sky, TNT Sports and Amazon Prime to view all televised Premier League fixtures. The average cost of having access to these three broadcasters, alongside broadband, is between £80 and £90 per month, depending on the provider.

In contrast, Germany’s Bundesliga is known for being more affordable, offering inexpensive standing tickets and even including public transport. The Bundesliga has worked to keep football as accessible as possible, with the average cost of a standing season ticket costing €205.47 last season.

When comparing the prices of the English and German league, it becomes evident that the cost for fans is not equal around the globe, begging the question… what more can be done to make football accessible to all?

How Brands Can Help

As the price of football increases, the divide between fans and clubs continues to grow. At a time where fans are calling for change, brands can play a significant role in alleviating the financial pressure on fans. By creating initiatives that make football more accessible, brands can build genuine relationships with fans while helping them reconnect with the clubs that they are so passionate about.

Whilst it isn’t the brand’s responsibility to help, some have taken it upon themselves to support fans by making football more accessible. The benefits are clear. As a brand you can demonstrate your commitment to your values (such as kindness and generosity for Cadbury) and build an authentic connection with fans by offering utility.

MKTG’s Fan Engagement Survey (2024) found that competitions are the number one method, that football fans like to engage with brands that sponsor football, with receiving giveaways number three. Here are some notable examples of brand competitions and giveaways that have helped fans get closer to the game.

Cadbury - Match The Minute to Win It & Win a Day to Remember

In 2023, Cadbury demonstrated their generosity through the Match The Minute to Win It campaign, which offered fans up to 600 pairs of match tickets for the 2023/24 season across 10 clubs. This was in addition to one of six match day experiences and thousands of lifestyle vouchers. Earlier this year Cadbury offered fans the opportunity to meet their footballing heroes in Harry Kane, Leah Williamson, Virgil van Dijk and Neymar Jr, and consumers are now in with the chance to win 140 pairs of men’s tickets and 1,250 family tickets for the winner and three guests, as part of the Win a Day to Remember campaign.

Expedia - Liverpool WSL Away Travel

Expedia offered fans free transport for all of Liverpool FC Women’s away matches in the WSL last season. The official travel partner of the club ran its own coaches to bring hundreds of supporters to fixtures up and down the country, making it possible for them to support their team love, while reducing the total cost of an away day significantly.

Image: Expedia's WSL Away Travel campaign

Virgin Media - Twenty’s Plenty

Through their front of shirt sponsorship of Southampton, and as part of the Football Supporters’ Federation’s ‘Twenty’s Plenty’ campaign, Virgin Media subsidised the cost of away tickets, reimbursing fans for anything they paid over £20.

Interestingly, these campaigns are standout examples, with the Virgin Media initiative being as long ago as 2016. With only a handful of brands involving themselves in reducing the cost of football for fans in recent years, there is a clear gap in the market for brands to make a meaningful impact.

Image: Virgin's Twenty's Plenty campaign

The Opportunity

There are a number of ways that brands can pay a pivotal role in bringing fans closer to the action, especially when according to MKTG’s Fan Engagement Survey (2024), 1 in 3 football fans attend matches with their children, highlighting the importance of creating offers that benefit families.

By partnering with clubs or leagues, brands can authentically connect with fans, but it’s essential that the rights that they have access to, offer the greatest value to those fans. For example, tickets could be offered to families that are currently being priced out of attending matches or alternatively, brands could subsidise the difference for the fans that are facing an increase in costs due to the removal of concessions bands.

Outside of tickets, given the cost-of-living crisis, many fans are being hit with increases to food and beverages as well as travel, particularly those who follow their team to away matches. There is white space for brands within these sectors to subsidise the additional costs that fans face as part of their matchday experience, e.g. drinks vouchers or provision of travel, that would also help reduce the financial burden on loyal fans that follow their team up and down the country.

Finally, brands can also support the fans that aren’t able to make it to games. This could be through running kit and merchandise giveaways or offering TV subscriptions that help keep fans stay close to their team, even if they can’t make it to games.

The rising cost of football presents a particular challenge but also a unique opportunity for brands to make a meaningful impact. Sport is nothing without the fans and by stepping in to help at such a difficult time, brands can build brand advocates and ensure that fans remain at the heart of the game.

If you would like to discuss the ways that MKTG can help your brand move at the speed of fans, please get in touch at dan.turbutt@mktg.com.