25% may not renew Season Ticket

As many as one in four season ticket holders are considering not renewing their season tickets according to Virgin Money.

Their latest survey found 24 per cent of season ticket holders are considering cancelling with 3 per cent thinking about giving up going to all games while 21 per cent are considering cancelling and buying tickets when it suits.

The research was conducted among 3,887 Premier League and Football League fans and shows that the cost squeeze is hitting all levels of the game.

Since January 2006 Virgin suggest that the cost of attending games has risen by 22.6 per cent and is now £95.20. This is slightly less than three months ago as the price of petrol, replica shirts and average match tickets have, on average, dropped since September.

(The £95.20 includes the cost of items such as a gallon of petrol; match tickets; food, alcohol, train tickets and replica shirts.)

"The recession is starting to bite football as fans count the cost of following the game. The game has been lucky so far but it looks like the winning run is over and the crunch is on the way," said Virgin Money's Grant Bather.

"Football fans are legendarily loyal but when people are worried about losing their jobs something has to give and spending on season tickets is going to bear the brunt as supporters look to save money.

"No sector of the economy is immune from the downturn and clubs will have to start thinking about ways to make it easier for fans. To be fair there are signs that some clubs are responding but more needs to be done."

Malcolm Clarke, Chairman of the Football Supporters Federation, has also commented:

"Over the last 15 years football inflation has consistently exceeded ordinary inflation and the industry may well now pay the price for its short-sightedness in allowing that to happen.

"At the end of the day watching football is a leisure activity and it would be very surprising if it was immune from the sharp effects of the recession, particularly at the top end of the game where prices are so high."

Hereford United has about 1000 season ticket holders.

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