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James Murray

Wed 18 March 2026 13:10, UK

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Newcastle United are at risk of making their ticket prices “too expensive” following the latest hike at St James’ Park.

That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider performances on the pitch could lead to demand issues.

Eddie Howe’s side announced earlier this month general admission season ticket prices will increase by five per cent for the fourth year in a row.

Meanwhile, admission rates in premium bar sections are set to rise by 15 per cent at St James’ Park due to “upgrades and improvements” in those areas.

Newcastle’s matchday revenue is likely to receive a boost following the price increase, but there are questions around where Premier League clubs will draw the line.

Why Newcastle could be facing ’empty seats’

Newcastle are looking to boost their revenue in a bid to challenge some of their top-flight rivals financially, with the club planning to increase their stadium capacity in the coming years.

Deloitte’s 2026 Money League revealed the Magpies’s turnover improved from £312million in 2023-24 to £334m last season. 

That was backed by £161m of broadcast revenue, with commercial income reaching £117m and matchday remaining static at £57m.

Speaking exclusively to Football Insider, Borson discussed the risks for Newcastle and their fellow Premier League clubs following the latest ticket price hike.

“Look, at some point, it’s all going to be too expensive for the fans,” said Borson.

“There are going to be too many seats in the stadiums because they’re all building more seats.

“There’s going to be a lack of interest in so many games, and at some point, they will exceed the demand. Then you’re just going to have empty seats. I mean, we’re already starting to see it.”

Why Premier League clubs risk ticket demand issue

Borson suggested performances on the pitch will have an impact on whether clubs can continue filling their stadiums after increasing their ticket prices.

“What will happen is it will move between the teams that are clearly on the ropes and those teams that are successful,” said Borson.

“If you’re successful, and if it’s working and there’s great momentum in the club, it’ll be fine. 

“If the whole project goes a bit stale, there are a lot of seats and it’s easy to get a ticket last minute and therefore demand is not meeting supply, then you’re going to see empty seats, late purchases, more season ticket churn, more pushing it too far.

“This is not new. What’s new really is that I think we’re getting to a point where it’s just getting too expensive as a headline.”

Newcastle currently sit ninth in the Premier League table following their inconsistent form this season.