Leeds United fans could be set for 'cheaper' tickets thanks to AI - Stefan Borson

Leeds United supporters could benefit from AI-powered dynamic pricing if introduced at Elland Road in the coming seasons.

That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider that the use of AI does not always have to be negative.

Paraag Marathe has confirmed that the introduction of the software is being considered, which could see loyal supporters spend less, and a higher mark-up for the casual fans.

Reaction to this online has been rather mixed, but the growing majority already appear to be pushing back against the idea.

Aston Villa fans are the latest to experience much higher ticket prices, with Villa Park currently undergoing redevelopment that has shut one of the stands.

Elland Road is currently under reconstruction, but it is being done so that the capacity is not impacted during home games in the 2026-27 campaign.

Leeds United ticket prices to be 'dictated by supply and demand'

Speaking exclusively to Football Insider, Borson has revealed that he doesn't share the same concerns as many Leeds fans when it comes to the potential new pricing meta.

"We'll have to see what it means. It can just as easily end up with cheaper, not more expensive, tickets, but it just depends on ultimately what it always depends on, supply and demand," he said.

"So, you can call it whatever you like, AI-powered dynamic pricing, but it's nonsense. The reality is that ticket prices will be dictated by supply and demand.

"If the team is doing quite well on the pitch, and people want to go to the games, then clearly they'll be able to charge more money. And if that's not the case, they won't.

"They don't need AI to figure it out. It's not that complicated. So we'll see. Clearly, there's a limit to what you can charge for mid-table football. There's a limit to what you can charge for it in a place like Leeds."

Can Daniel Farke keep it up at Elland Road?

The fans have fallen in love with Daniel Farke, and understandably so, which is why almost all of them are hoping for a new deal to be agreed.

Supporters expect his contract to be extended beyond the end of the season, but it remains to be seen when this might be.

Sadly, Borson believes that Farke could essentially be riding a wave of incredible form, which may come crashing down once a new contract is signed.

However, right now, morale is at an all-time high, with the Whites sitting fifth in the Premier League table, and it will take a lot to bring those fans back down to earth again.