For us Arsenal fans, things are looking good at the moment. The team is on a decent run of form, the atmosphere at the Emirates has been healthy and Champions League qualification is looking like a real possibility.
So, when the club announced that it would be increasing all season ticket prices by four per cent yesterday after a seven-year stall, the mood was suddenly dampened.
It must be noted that prices will vary depending on which competitions Arsenal are in next season and where the seats are located.
However, the club has released a table that shows how the changes will work. For example, the current average season ticket price for general admission is £1,219 with Champions League football, next season that would rise to £1,268 if top-four is secured, an increase of £49.
In the same scenario but for club level tickets instead, the current average price would go from £3,689 to £3,837, an increase of £148.
Within the announcement on the Arsenal website, the club said: 'We recognise that no one welcomes price increases, and this decision has not been taken lightly.
'Ultimately in the face of continued rising costs, we need to continue to drive growth in all our revenue streams – including matchday – as part of our aim to return our finances to a break-even position in the medium term.'
This development has understandably left supporters with mixed emotions.
Arsenal fans already pay some of the highest ticket prices in the country, so the decision to increase them even more despite the financial challenges that the pandemic has brought isn't the most welcome.
In order to gather an overall sense of how the fanbase feels about the situation, The Arsenal Way decided to reach out to supporters to get their thoughts.
Fred H - Arsenal season ticket holder since 2010
"I'm not delighted about it, but I'm not raging either. After the recent losses posted by the club, it makes some sense for a price increase after a long freeze.
"What I do worry about is that this just continues to further price out working-class Arsenal fans from ever being able to afford to come to the Emirates on a regular basis. On a personal level, it does not affect me too much."
Alex Y - Arsenal season ticket holder since 1986
"From my perspective, I think it is a PR own goal. I appreciate that we have had 7 years with no price rise and that COVID has impacted finances, but I don't feel that the extra £2m-2.5m revenue that it will generate outweighs the feel-good factor that a price freeze would have given."
Matt B - Arsenal season ticket holder since 2022
"Like any fan, I would prefer to not see the prices increase. However, I think it is unfortunately a sign of the times.
The general cost of living is on the rise in the UK and Arsenal aren’t sheltered from this. An increase of 4% to me seems reasonable in the current climate.
"We’ve also seen the impact of closed stadiums and matchday revenue fall off a cliff over the pandemic and I think it’s naive to think that this can be written off without any fallout.
"Whilst I understand the argument of 'what difference is a few million here and there to Arsenal', I don’t think it’s accurate. I assume Arsenal are looking to increase revenues across all streams and hopefully by more than the 4% extra they are looking to raise from season tickets.
"I think the rise will be easier to swallow if the money is used sensibly. No one wants to see that extra 4% spent on another Chelsea cast off!"
Charn SB - Arsenal season ticket holder since 2015
"It’s certainly a catch 22 situation. I was always expecting a rise in prices, and I would be fine with that.
"My gripe is that Arsenal fans always pay some of the steepest prices in Europe, with no Champions League football or league challenges to reflect the prices.
"Many fans are annoyed and are now being priced out, but I personally don’t think the board care or will even listen to fans' concerns."
Connor H - Arsenal season ticket holder since 2022
"The price change doesn’t really impact me too much as the cost of a season ticket is extortionate as it is. This is my first year of having my own season ticket so I’m not used to the usual ticket freeze which they’ve had for many years now, which is a credit to the club.
"I do think it’s an own goal from a PR point of view because the additional revenue of approximately £4m is peanuts for an institution as big as Arsenal.
"I can see why people are upset about the increase and when the club has rebuilt the relationship with the fans so well recently following years of turmoil, I think risking that for such a small amount of cash is silly."
What are your thoughts on the increased price for season tickets? Follow our Arsenal Fan Brands Writer Chris Davison on Twitter to get involved in the discussion and give us your thoughts in the comments section below. Make sure you have subscribed to The Arsenal Way and the Fan Brands team along with plenty of your football.london favourites will be producing daily Arsenal content for you to enjoy including match reactions, podcasts, football fun and interviews.
