2026/27 Season Tickets

bobmunro · March 4

We are averaging around 20,000 crowds - so if you took a fiver off walk-up/match day sales and the corresponding £115 off STs the club would need to sell an additional 3,000-4,000 tickets per match to generate the same ticket revenue thereby increasing the average attendance required to c24,000. That's to break even, not to increase revenue. There are additional stewarding costs to take into account as well.

The likelihood is that taking a fiver off a ticket would generate less than that break even attendance. If the club sells for example a ST currently priced at £530 for £415 - that's it. If the extra attendance/sales does not materialise in sufficient numbers the club can't go back to those ST holders and say "you owe the club another £115!"

Bigger clubs with more commercial revenue can afford to subsidise ticket prices because they constitute a much smaller percentage of total revenue than ticket sales do for us.

There are only so many people who will ever commit to buying 23 match tickets in advance or who will regularly attend if the match day prices were a little cheaper.

It's an impossible task to set prices with any real confidence that it will lead to a increase in revenue.

letthegoodtimesroll · March 4

bobmunro said:

We are averaging around 20,000 crowds - so if you took a fiver off walk-up/match day sales and the corresponding £130 off STs the club would need to sell an additional 3,000-4,000 tickets per match to generate the same ticket revenue thereby increasing the average attendance required to c24,000. That's to break even, not to increase revenue. There are additional stewarding costs to take into account as well.

The likelihood is that taking a fiver off a ticket would generate less than that break even attendance. If the club sells for example a ST currently priced at £530 for £400 - that's it. If the extra attendance/sales does not materialise in sufficient numbers the club can't go back to those ST holders and say "you owe the club another £130!"

Bigger clubs with more commercial revenue can afford to subsidise ticket prices because they constitute a much smaller percentage of total revenue than ticket sales do for us.

There are only so many people who will ever commit to buying 23 match tickets in advance or who will regularly attend if the match day prices were a little cheaper.

It's an impossible task to set prices with any real confidence that it will lead to an increase in revenue.

If we can reduce the number of tickets available on a match by match basis by selling more STs then there would be less need to reduce the matchday ticket prices.

Henry Irving · March 4

shine166 said:

Henry Irving said:

shine166 said:

Henry Irving said:

shine166 said:

Crispywood said:

shine166 said:

Bring everything back in house and there's no need to rinse fans for as much on the gate as you can. Surely there's a decent profit to be made on £7.70 pints and £5.50 pies ?.

There’s going to be a line between overcharging which means less fans pay for it and undercharging where theyre not maximising revenue, prices will probably depend on those factors. If people aren’t paying for it they will drop them similarly if they’re too high in demand they may up the prices.

Surely you can charge £5 less to get in, but take a extra £40-£50 once through the door on other bits.

No, you can't. The profit per head is a couple of quid, not £50.

Even if a fan spends £50 per game very little of that is profit (catering is outsourced and there are costs of sale in retail) while all but the 20% VAT of a ticket price is

No ST holder buys a shirt every game but the tourist fans might. The tourist fan is also less price sensitive as they see it as an one off. That's why many clubs chase them and push out long term fans, wrongly in my opinion.

The aim should be to maximise revenue AND attendances, never one over the other. Finding the right price points for that is a difficult trick to pull off.

Exactly why I mentioned about bringing catering back in house.

If I'm spending £50 inside the ground each time I attend, £48 shouldn't be going elsewhere.

Increase ticket sales and you increase revenue, pushing up ticket sales will likely decrease revenue on other things no ?

There's cant be too long left on that 5 year catering deal that got signed.

Catering contract has already been renewed for another five years.

But even if it was in-house the tax, staff costs, material costs and other overheads would eat up a large majority of any catering purchase.

Printing and staff costs are covered by programme sales but there is little if any profit hence why many clubs have ditched them.

Theres obviously enough profit for a outside company to bother with the time and effort, they wouldnt have signed up for another 5 years if it wasnt the case

Yes, there should be but remember their fixed costs are spread across multiple sites and on more than 60 match days a year.

Personally, I would have brought hospitality back in house (mainly as it gives the club more control) but the point is that even if that was the case only a small fraction of any hospitality spend is profit where nearly all of ticket revenue is.

So reducing ticketing income in the hope that the difference will be recouped in catering sales would be a huge risk.

If I save £5 on my ticket price I would have to spend a lot more than £5 on beer and food for the club to make money on the swap. As Covered End says, if someone is that price sensitive that £5 on a ticket makes a difference they are unlikely to then spend £50 on food and drink.

We poured (pun intended) over these figures and projections in the Target 40k group. There isn't an easy or simple solution or a magic formula to find the right price point but "we'll get in back in burger sales" is a myth.

sandlerr001 · March 4

Many of us in the lower West Stand have had an email to tell us that our seats will not be available for renewal.They have given us a date 18 th March to attend to discuss relocation.Presumably they want our seats to sell hospitality packages but most of the time seats around us remain unsold as people are not buying the expensive hospitality packages.It makes little sense to do this before they know whether we will be in the Championship next season.They may end up shooting themselves in the foot.More to follow

llama_child_21cws · March 4

sandlerr001 said:

Many of us in the lower West Stand have had an email to tell us that our seats will not be available for renewal.They have given us a date 18 th March to attend to discuss relocation.Presumably they want our seats to sell hospitality packages but most of the time seats around us remain unsold as people are not buying the expensive hospitality packages.It makes little sense to do this before they know whether we will be in the Championship next season.They may end up shooting themselves in the foot.More to follow

They might be offering different tiers of hospitality which will appeal to different customer groups

Kap10 · March 4

Renewing STs next year is not a given, even at current prices. For out of towners, the TV deal and variable kick off times, along with VPN access, has a few people I know considering paying match by match and missing the difficult / inconvenient kick off times.

valleynick66 · March 4

So in summary, the prices are inevitably going up and some people we will be priced out.

Odds against?

bobmunro · March 4

sandlerr001 said:

Many of us in the lower West Stand have had an email to tell us that our seats will not be available for renewal.They have given us a date 18 th March to attend to discuss relocation.Presumably they want our seats to sell hospitality packages but most of the time seats around us remain unsold as people are not buying the expensive hospitality packages.It makes little sense to do this before they know whether we will be in the Championship next season.They may end up shooting themselves in the foot.More to follow

I've had the same email - and to say I'm seriously pissed off is a gross understatement.

I'm assuming it means that you will not have any real choice as to the alternatives until the renewal deadline passes as most decent seats in other areas are likely already ST holders. Would it mean missing an early bird offer as well unless you're happy to renew in a seat at some far flung corner that isn't currently held by an ST?

The chances now of the three of us getting season tickets next season is equivalent to the square root of fuck all.

sandlerr001 · March 4

bobmunro said:

sandlerr001 said:

Many of us in the lower West Stand have had an email to tell us that our seats will not be available for renewal.They have given us a date 18 th March to attend to discuss relocation.Presumably they want our seats to sell hospitality packages but most of the time seats around us remain unsold as people are not buying the expensive hospitality packages.It makes little sense to do this before they know whether we will be in the Championship next season.They may end up shooting themselves in the foot.More to follow

I've had the same email - and to say I'm seriously pissed off is a gross understatement.

I'm assuming it means that you will not have any real choice as to the alternatives until the renewal deadline passes as most decent seats in other areas are likely already ST holders. Would it mean missing an early bird offer as well unless you're happy to renew in a seat at some far flung corner that isn't currently held by an ST?

The chances now of the three of us getting season tickets next season is equivalent to the square root of fuck all.

yes good point

shine166 · March 4

You'd think the early bird price would be honoured in such a scenario, would be a simple gesture to fulfill.

valleynick66 · March 4

The club want you to to suck it up or pay more it seems.

No reward for loyalty / past support.

They are chasing new fans not existing or lapsed fans.

ElfsborgAddick · March 4

valleynick66 said:

The club want you to to suck it up or pay more it seems.

No reward for loyalty / past support.

They are chasing new fans not existing or lapsed fans.

Gonna get thousands of new ones as a bottom six Championship team.

bobmunro · March 4

shine166 said:

You'd think the early bird price would be honoured in such a scenario, would be a simple gesture to fulfill.

Gesture? It would be an almighty piss take if it wasn't.

That's not the main gripe though.

killerandflash · 12:25AM

clive said:

Millwall season ticket details
https://www.millwallfc.co.uk/news/2026/march/03/2026-27-millwall-season-tickets-now-on-sale-/

A much smaller range of prices than we have. Plus Millwall have just one price for each tier of all 3 home stands, and even then the differences between the tiers is quite small.

For standard Adult season tickets the lowest (non family stand) one is £419 and the highest £541.

For us, the 25/26 renewal prices for adults ranged from £325 in Zone 3 to the excessive £640 in Zone 1 I paid, with the Phase 2 prices (which might set the benchmark for 26/27) ranging from £355 to £655.

The Millwall Family price for 26/27 is £419, whereas our Phase 2 25/26 price was £355.

So it could be argued that we have higher Zone 1 prices, which are cross subsidising the cheaper Zone 3 and family seats.

Obviously I would say this, but the Zone 1 and 2 price differential is way too much, and the club is only slowly reducing this by increasing Zone 2 prices more than Zone 1 each time.

And the differential for season ticket holders is higher than for match tickets, certainly for Gold ones. The Phase 2 prices are £655 for Zone 1 and £495 for Zone 2, so the former is 1.33 times more expensive. If I was to buy a ticket in the Curbs for the Norwich game, Zone 1 is £40 and Zone 2 £35, so 1.14 times more expensive. With that multiplier, the Zone 1 season ticket should be £566, not £655.

2026/27 Season Tickets

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