Kieran Maguire lambasts Everton cash grab after confirmed news – ‘fans aren’t going to be happy’
Everton need to close the matchday revenue gap on the Premier League’s big guns – but an increase in season ticket prices is tough to justify.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the Toffees’ pricing scheme for 2023-24 season, their last at Goodison Park before the move to Bramley-Moore Dock.
Everton confirmed their new pricing and renewal timeline last Thursday (24 November).
They still have among the lowest season ticket prices in the Premier League but the new offering is 10 per cent more expensive than the current campaign.
Frank Lampard’s side only narrowly dodged relegation in 2021-22 and are currently 17th approaching the mid-point of 2022-23.
Maguire explained the Merseysiders’ motives for increasing their prices, which he believes will not go down well with bedrock supporters.
“Everton’s matchday revenue is one-sixth of rivals Liverpool based on the last non-Covid season,” he told Football Insider’s Adam Williams.
“The club therefore faces a challenge if it wants to reduce that gap. It could charge higher prices.
“That is going to be challenging given the quality of the product. and the fact that the fanbase is made up of a lower proportion of fans who only attend matches once or twice per season.
“With the move to the new stadium, there is no doubt the board are trying to nudge up the average revenue per fan, which is around about one-third of that of Liverpool.
“It will therefore be a challenge trying to persuade fans to pay more. They aren’t going to be happy about this when they are not seeing more on the pitch.”
In other news, Gabby Agbonlahor claims Frank Lampard should be “very worried” after Everton source’s reveal.