Everton supporters are the latest to hit out against planned ticket price hikes as the Everton Fan Advisory Board (FAB) released the results of a survey showing a clear majority of fans opposed the club’s decision to increase prices. The FSA backs the Everton FAB’s message which is entirely in keeping with our #StopExploitingLoyalty campaign.
Since Everton Football Club announced its Season Ticket Pricing for the 2026/27 season on 10th April, we committed to seeking the views of supporters and to share the results with the fanbase and the Club.
Today we share the outcome of a supporter survey carried out between 11th-15th April aimed at gathering the views and reactions of Evertonians, to what for some amounted to price hikes of almost 10%, almost three times the rate of inflation. With a much higher rate for some parents in the family section, where their seats have been re-zoned and prices have risen from £640 to £965.
More than 1700 supporters took the time to respond and the headline results are emphatic:
74% believe increases are unfair
74% feel new pricing structure offers limited or poor value for money
81% feel loyalty was not appreciated in the pricing decision
82% rate Club comms as poor or limited
62% say trust in the Club has eroded
85% believe supporter views were not considered in the pricing decision
94% want structured annual consultation between the Club and the Fan Advisory Board on pricing decisions
86% of the responses were from season ticket holders and 94% of respondents have been supporting the Club for more than 20 years.
The sentiment from the survey was also echoed by the views of supporters at our Fan Conference on 16th April. It is also consistent with independent research we have been undertaking over the last few months about a range of issues such as pricing, loyalty, heritage, identity, engagement and representation, which has included 1:1 interviews with supporters, culminating in over 150 hours of insights.
We’ve been clear since presenting proposals for a price freeze that we recognise the financial pressures facing the Club and the importance of being competitive both on and off the pitch. But placing an additional financial burden on supporters for an estimated short-term revenue gain of £1.5m is misguided and fails to understand the true impact on supporters and the inevitable erosion of trust.
We were not surprised that our survey also revealed that 60% of respondents said it wouldn’t impact their future attendance and were informed that renewals will beat expectations. Evertonians are loyal and attach a strong sense of identity and community to our football club. But the message is clear that supporters feel that their loyalty is being stretched and exploited.
We have presented these findings to the Club alongside some practical mitigations but have been informed that the season ticket pricing will not change.
The season ticket pricing for 2026/27 may now be set, but supporter representation on other key pricing, membership, a consultation framework and other matters of trust are not, with a further meeting scheduled with the Club in early May.
Our work representing the sentiment of Evertonians continues, and supporters will be kept informed at every stage. To that end, we and other fan representative groups will be gathering to signal supporter concern about pricing and affordability. Supporters are encouraged to join us at 6.30pm next to the Fans Supporting Foodbanks van on 4th May, prior to the Manchester City game.
Everton Fan Advisory Board – 30th April 2026