'Price increases are always a balancing act'

[BBC]

[Getty Images]

Season ticket prices for the 2026-27 campaign were released late last week and it is fair to say the feathers of many Evertonians have been ruffled.

With an average of a £45 increase for adults - up to a maximum of £85 - you can well understand why many fans feel a sense of disappointment at the latest price rises. This has been compounded further by a reduction in the number of seats in the Family Stand, meaning if those impacted want to keep the same seat, they will have a near £300 increase.

It is important to highlight that prices for under-11s have been frozen, which offers an element of protection for our younger fan base.

With the volatile nature of the global landscape - with seemingly ever increasing prices for everyone - the reaction from those dissenting voices is entirely understandable. The Everton Fan Advisory Board have also issued a statement to express their disappointment, with the club conversing with them regularly since October.

There is an acceptance by others that the increases were somewhat inevitable. A new stadium, grand ambitions and a need to increase revenue comes at a price. We want to be in a position to compete in the transfer market and any extra revenue can help us achieve that.

The big question is whether an extra couple of million pounds could have been made up elsewhere.

Speaking directly to the club, it confirmed that Everton is still a loss-making business, with a need to increase both commercial and matchday revenue to work towards becoming sustainable - very much in line with the second stage of the owner's strategy. The club also pointed out that it remains 12th in terms of average season ticket prices across all clubs in the league.

Price increases are always a balancing act. Personally I expected a rise and deep down knew the reasons. It equates to approximately £3 per game for me and I am fortunate enough to be able to renew. It does not stop me having empathy for those who are not.

Find more from Mike Richards at Unholy Trinity