
"Maxi Arce, el valor para marcharse y el miedo a llegar"
Maxi Arce enfrenta el desafío de marcharse y el miedo a llegar a nuevas metas.
On May 10, 1975, Sunderland fans faced increased season ticket prices following a disappointing end to the season. The club announced price hikes for various ticket categories, reflecting a trend from the previous year.
The Millwall 1974-75 edition of the Roker Reviews shows Roker Park filling up nicely…
10 May seems like it could be an expensive day to be a Sunderland fan, with the club announcing season ticket prices on that date for two years running in the mid-1970s.
In 1974, moderate increases were announced and exactly twelve months later, the club issued a fresh set of letters to season ticket holders — helpfully accompanied, of course, by the relevant reapplication forms.
The season had ended in disappointing fashion a fortnight earlier, when a defeat at Aston Villa consigned Bob Stokoe’s promotion hopefuls to another season in the second tier, and as the Evening Chronicle reported, the bad news continued on the back of it with confirmation that Main Stand ‘centre’ tickets were going up from £20 to £23, and that upper enclosure, Fulwell Wing and Clock Stand equivalents were all rising by £2.30.
Were the club’s hierarchy to receive any criticism over the changes, they could point to the fact that prior to 1972, admission had been frozen for four years and that the 12.5% jump coming into effect now was much less severe than the 25% recommendation made by the Football League Committee that was expected to be voted on at their annual meeting the following month.
Admittedly, the centre area had gone up from £14 over the course of the last four years but compared to other clubs in the region the charges were still relatively modest — Middlesbrough were already at £25 and expected to implement their own increases in due course, whilst Newcastle United were charging up to £30.
In 1975, Main Stand 'centre' tickets increased from £20 to £23, while other ticket categories rose by £2.30.
The price increases were announced after a disappointing season where Sunderland failed to gain promotion, leading to higher costs for season tickets.
Sunderland's failure to secure promotion in the mid-1970s coincided with annual announcements of increased season ticket prices, impacting fan support.
May 10 marked the annual announcement of season ticket prices, which often brought financial burdens to fans during a period of underwhelming club performance.

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Written by secretary Ron Linney, Sunderland’s renewal plea read:
It is regretted that due to increases in costs generally, it has been necessary to increase the prices of season tickets by approximately 12.5 per cent for next season.
I am sure you will agree that this increase is much less than the rate of inflation.
A flat £3 uplift across all season tickets had been set the year before and had not seemed to negatively impact league attendances during a prolonged spell in the second tier, with the 1974/1975 average of just under 30,000 being around 5,000 more than 1973/1974.
Improved results had had a bearing of this of course, whereas anybody signing up before the May 31 deadline in 1975 was certainly about to get their money’s worth again, with the Lads remaining unbeaten at Roker Park in Division Two as they went on to secure the title and a long-awaited return to the top flight.
However, whilst the 1975 increases were relatively easy to stomach, promotion prompted a less palatable hike ahead of 1976/1977.
This time, supporters had to wait until the end of May for confirmation after the initial announcement of a 33% increase in season ticket prices prompted such a backlash that the club was referred to the Price Commission by a local union leader, Bill Porter, who just so happened to be a Newcastle United fan.
The story, rather than being confined to the sports pages, was even covered by the Chronicle’s Industrial Reporter Paul Nunn, who told readers that the matter was decided in Sunderland’s favour after the commission ruled that because the club were “in a loss-making situation” they weren’t subject to price increase limits and had not infringed the Price Code in any way.
Sunderland were advised, however, that if ticket revenues did result in profits, they would be investigated again to determine whether the directors had remained within allowable-cost conditions.
At the time, they were trying to counter act a loss of £222,772 in the year to May 31 1975 that was thought to have been largely down to a loss on transfers but also a trading deficit of £34,860; the previous year had seen a profit of £181,314.
Mr Porter, clearly unhappy with the ruling, described the increase as “deplorable”, yet John Phillips, Sunderland’s assistant secretary, confirmed that the club “Had received a letter from the Price Commission which states that, on the evidence contained in our letter to them, it would appear there has been no contravention of the Price Code. “We understand that the matter is now closed.”