Liverpool owners admit charging fans £77 a ticket was a terrible idea

Sharon Wong

Liverpool fan with a letter of protest to chief executive Ian Ayre over ticket prices during the Barclays Premier League match at Anfield, Liverpool. PRESS ASSOCIATION Photo. Picture date: Saturday February 6, 2016. See PA story SOCCER Liverpool. Photo credit should read: Richard Sellers/PA Wire. RESTRICTIONS: EDITORIAL USE ONLY No use with unauthorised audio, video, data, fixture lists, club/league logos or "live" services. Online in-match use limited to 75 images, no video emulation. No use in betting, games or single club/league/player publications.
Source: Richard Sellers/PA Wire

SEE ALSO: How this whole overpriced ticketing mess at Liverpool started.

The Liverpool owners did not anticipate the backlash when they decided to charge the club’s fanbase rather more than usual for a ticket. Normally, prices cap at £59, but the football club decided that the new main stand warranted £77 instead. Imagine their dismay when those £77 caused disgruntled fans to leave 77 minutes into Saturday’s draw with Sunderland at Anfield.


Eager to do damage control, they returned prices to £59 and froze the highest season ticket price. But in case that wasn’t sufficient penance, the Anfield club’s principal owner John W. Henry, chairman Tom Werner and Fenway Sports Group President Mike Gordon issued a very long open letter apologizing for the calculated mishap. It seems the focus was very much on proving that they were NOT greedy, money-grubbing vultures determined to milk their loyal fanbase for profit.


“The three of us have been particularly troubled by the perception that we don’t care about our supporters, that we are greedy, and that we are attempting to extract personal profits at the club’s expense,” the letter adamantly asserted, “Quite the opposite is true.”

“We have never taken a single penny out of the football club. Instead, we have injected vast sums of our own money.”

“The widespread opposition to this element of the plan has made it clear that we were mistaken… A great many of you have objected strongly. Message received.”

We really wonder whether fans caught a glimpse of this much hyped new main stand and thought it was nothing special. Perhaps some actual renovations should accompany the company’s desperate attempts to rebuild its cracked public image.