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2026/27 Season Tickets
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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.7
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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.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.2 -
Yes, there should be but remember their fixed costs are spread across multiple sites and on more than 60 match days a year.shine166 said:
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 caseHenry Irving said:
Catering contract has already been renewed for another five years.shine166 said:
Exactly why I mentioned about bringing catering back in house.Henry Irving said:
No, you can't. The profit per head is a couple of quid, not £50.shine166 said:
Surely you can charge £5 less to get in, but take a extra £40-£50 once through the door on other bits.Crispywood said:
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.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 ?.
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.
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.
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.
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.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 follow9
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They might be offering different tiers of hospitality which will appeal to different customer groupssandlerr001 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 follow1 -
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.2
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So in summary, the prices are inevitably going up and some people we will be priced out.Odds against?1
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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 followI'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.6
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yes good pointbobmunro 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 followI'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.0 -
You'd think the early bird price would be honoured in such a scenario, would be a simple gesture to fulfill.1
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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.7
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Gonna get thousands of new ones as a bottom six Championship team.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.4 -
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.clive said:Millwall season ticket details
https://www.millwallfc.co.uk/news/2026/march/03/2026-27-millwall-season-tickets-now-on-sale-/
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 £655.3 -
Dont fancy the view from the upper west Bob?0
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Alwaysneil said:Dont fancy the view from the upper west Bob?
Right now I don't fancy any view.3 -
No compensation / incentive / goodwill gesture?bobmunro said:Alwaysneil said:Dont fancy the view from the upper west Bob?
Right now I don't fancy any view.0 -
Kap10 said:
No compensation / incentive / goodwill gesture?bobmunro said:Alwaysneil said:Dont fancy the view from the upper west Bob?
Right now I don't fancy any view.Certainly nothing in the email - just to rock up on the 18th March to discuss alternative seats (there won't be any that are not significantly inferior to the ones we had). We won't be going and I've written to the club expressing my views.The email was pretty much matter of fact - you will not be able to renew your season ticket. Whilst I accept absolutely that there is no security of tenure, one might reasonably expect some form of consultation.Between the three of us we have a combined history of support totaling 130 years - not that that deserves special treatment but as others have said it's about getting the highest revenue per seat which is fine as the owners are spending a lot of their money. The option, which I would probably have swallowed, of paying more for our seats isn't there and I really don't want seasonal hospitality, having to rock up two hours before kick-off after traveling more than 200 miles mIles to get there. The focus does seem to be on new rather than existing long-standing supporters. I believe there was a similar issue last season with the Centre Circle hospitality changes that affected a number of supporters.Hey ho - fuck'em.7 -
What a load of bollocks,I and my wife are in our 80s,season ticket holders since palace days,sat in the AC stand sames seats since it was built.It is not only money that comes into consideration,We live in Chatham ,60 mile round trip,usually leave out evening games due to crap traffic going to the game,parking problems ,normally A2 shut somewhere going home.i wonder if it would have been cheaper to not have a season ticket and buy on a daily basis,and of course many people may,especially as they get older , prefer to sit in doors and watch the games in comfort.Such decisions are not taken lightly,especially for supporters of 70 years or more,it has sod all to do with not caring about the club.Crispywood said:
That’s an extra £90 over a season or an extra £4 a game. I understand cost of living etc but that’s literally the equivalent of 4 takeouts or 15 pints a season. I would hope people who genuienly love and properly support the club would be able to find that extra amount of money a year and if thats not viable there’s always alternative seating and if seating means that much to you it affects your ability to want to stop watching your club id argue you really don’t care about watching Charlton enough in the first placesuperclive98 said:I could see that level of 12k season ticket holders taking a hit if the starting price for zone 2 is £550.10 -
I have always thought that all tickets anywhere in the ground, both season and match day, should be priced the same (and reasonably). If people want a particular area this would encourage early purchase.
I have sat in most parts of the ground and I am not sure there is a best part. There are advantages and disadvantages in most parts.
Keep things simple!4 -
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I have over 70 years support on the clock and have to question the timing of all this.I used to have hospitality but quite frankly it wasn’t worth the money and it was inconvenient to get there early.i live in North London and quite often skip midweek matches as they are now all on Sky Sports.Our seats are very good and you have seen the same faces for years.I wonder how many will not renew if they are moved and how much extra hospitality will be sold.I suspect the club might end up losing over it unless they have some new wow factor ideas.4
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We can’t have players like Tanto and Kellman on the bench / on Ioan unless we all pay a bit more…🤔😆2
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I think Nathan’s put in a request to have a couple of rows behind the West Stand dugout removed. Apparently a few in that area have been helpfully offering tactical advice along the lines of “sort the f*cking midfield out Nathan you c*nt!” during recent games. Safe to say that’s not really on.
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Club have done a lot of good last couple of years and that should not be dismissed, but the one nagging gap I think is there is I never think they really understand our fanbase and the intricacies of football support.12
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Maybe some wonk at the club is excited at tweaking this and tweaking that and has been locked away in a quiet room pouring over spreadsheets, waiting to announce some kind of revolutionary money raising scheme that only they have thought up, with the additional feature of making it as complicated and incomprehensible as possible.
I mean why simplify when obfuscation works so much better…not.
The main feature, the football, has over the years varied from splendid to diabolical. In my limited experience the ‘hospitality’ at Charlton has always been diabolical, with the added spice that even though you have paid over a fortune, the staff in ‘hospitality’ act as if they’re doing you an enormous favour for free, and are hugely irritated if you make any requests.
Maybe that’s just the Gather and Gather plus club wonk culture.
Get the cheapest seat in the Curbs stand, easy to relocate, and there is better ‘hospitality’ to be found in a meal deal at Sainsbury, the chip shop in the village, or the marvellous Valley Cafe. If you fancy a bit of exercise plus refreshment before games there is a Greggs on the industrial park near ASDA’s.0 -
I think they(the owners) like some of our fans on here have a higher inflated opinion of how many genuine supporters there are that will come to watch us at certain price levels.
A few seasons in the Championship will become a bit nothingy and the fixtures samey and our crowds will be a lot lower than the initial excitement of this season .
You only have to look at our crowds midweek to see the appeal we have on the crest of a promotion wave season5 -
To be perfectly honest I don't think our owners and SMT have understood our fanbase since the days of Murray, Simmons and Varney.AFKABartram said:Club have done a lot of good last couple of years and that should not be dismissed, but the one nagging gap I think is there is I never think they really understand our fanbase and the intricacies of football support.
In those days we seemed to have a much closer relationship.6 -
Almost certainly because they were fans and none since have been.blackpool72 said:
To be perfectly honest I don't think our owners and SMT have understood our fanbase since the days of Murray, Simmons and Varney.AFKABartram said:Club have done a lot of good last couple of years and that should not be dismissed, but the one nagging gap I think is there is I never think they really understand our fanbase and the intricacies of football support.
In those days we seemed to have a much closer relationship.0 -
So what new fans, that are not concerned by cost would come to a lower Championship club that plays turgid footballvalleynick66 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.
when they have premiership clubs to choose.2 -
Oh I quite agree. They are seemingly chasing a demographic they want not what they have.msomerton said:
So what new fans, that are not concerned by cost would come to a lower Championship club that plays turgid footballvalleynick66 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.
when they have premiership clubs to choose.0
