Keith Wyness: Daniel Kretinsky must plough '£100m' into West Ham this summer
West Ham United have applied “too big” a cut to their season ticket prices for the 2026-27 campaign following their relegation.
That is according to former Everton chief executive Keith Wyness, speaking exclusively to Football Insider, who believes that the Hammers’ faithful are not a “price-sensitive” fanbase.
The East London outfit have slashed prices for season ticket renewals down by up to 30 per cent in some areas of their London Stadium home, with all areas receiving at least a 10 per cent cut.
Season tickets for the 23-game Championship home campaign are now available for a starting price of just £310, a total which averages out at just £13.47 per game.
West Ham’s finances are set to be hit badly by their relegation from the Premier League, and they are keen to ensure that their loyal fans do not walk away after their drop into the second tier.
Price won’t be the deciding factor on West Ham season ticket sales
Everton’s former chief Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – believes that West Ham’s fans are far more concerned about the issues with their ground than they are the price of their season tickets.
The Scottish businessman is adamant that the club didn’t have to drop their prices as much as they have done, and acknowledged that they must also remain competitive within the “London football tourism market.”
Speaking on the latest edition of Football Insider’s Inside Track podcast, Wyness compared the Irons’ current predicament to when he was CEO of Aston Villa when they were relegated in 2016.
“I think that's too big a cut to be honest. I don't think we're really talking about a price-sensitive issue so much at West Ham as a stadium issue,” he said.
“The fans were very unhappy, as we know, with the London Stadium because of the atmosphere issues and the distance from the pitch, but the price didn’t seem too high.
“When I managed Villa after the relegation from the Premier League, we didn't really have to drop prices that much. Hospitality had to go down slightly. West Ham need to be competitive in what I would call the London football tourism market, which is a big market they've got to consider.
“Overall, don't think price will be the deciding factor. I don't see the West Ham fans being that price sensitive, but certainly they couldn't have had a price increase that's for sure.
“I think they may have gone a little bit too far with 30 per cent. If I'd been there, probably 10 to 15 per cent might have been the maximum that I'd have reduced the prices.”
Hammers have ‘big black cloud’ over them amid boardroom dispute
Wyness told Football Insider last week that major West Ham investor Daniel Kretinsky is “unhappy” with the way that his money has been spent this season.
He pointed out that Kretinsky and majority owner David Sullivan must work to “resolve their differences” ahead of next term, or one of them “may have to go.”
Wyness made it clear that both businessmen are likely to have to invest another £100million each ahead of next season, which still poses plenty of “question marks.”
He also added that the London Stadium is continuing to loom over the club like a “big black cloud,” given how unhappy the supporters are with their home.