(Credit: Imago)

Ciaran Morrison

Mon 11 May 2026 9:35, UK

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Liverpool and their Premier League rivals have been warned they need to tread carefully when deciding whether to increase ticket prices.

That is according to former Everton chief executive Keith Wyness, speaking to Football Insider, who believes that tickets to matches could become a “luxury.”

Fan protests at Anfield recently have played their part in Liverpool cutting back their planned rise in prices, with a price freeze now set to be in place from the 2027-28 season.

Liverpool are not the only Premier League club to raise prices, with Fulham the latest to increase their season ticket costs by 3.5 per cent.

Whilst the likes of Manchester City have frozen season ticket prices for a third consecutive season, Liverpool are looking to raise further revenue despite their strong financial position.

Premier League clubs have to be ‘very careful’ around ticket prices

Everton’s former chief Keith Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – believes that something needs to be done to ensure tickets remain affordable to fans.

Speaking on the new edition of Football Insider‘s Inside Track podcast, Wyness states that he would not like to see dynamic pricing introduced into football.

He told Football Insider‘s Inside Track podcast: “Now, if dynamic pricing ever comes into football like this, that’ll be the death of it, I’m sure, in many ways.

“Trading on the loyalty of fans is bad. In the present environment, everybody’s seeing prices going up, petrol and food. We’re getting to the stage where season tickets and tickets to games are going to become a real novelty and a real luxury.

“That’s not where football should be, and we are starting to get towards that right now and clubs are going to be very careful how they do this.”

Liverpool target Tottenham centre-back as part of summer plans

This summer, Arne Slot could undertake a rebuild of his Liverpool squad, with a new centre-back seen as a high priority.

With no breakthrough yet in contract talks with Ibrahima Konate, and with Giovanni Leoni out injured until the end of the year, Slot needs to add depth to the position.

Sources have told Football Insider that Liverpool are interested in Tottenham defender Luka Vuskovic, who has spent the season on loan at Hamburg in the Bundesliga.

The 19-year-old is being targeted by a number of clubs, but Spurs will not be keen to let him leave lightly if they remain in the Premier League.