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Liverpool have performed a significant climbdown on their controversial ticket strategy, shelving plans for three consecutive years of price rises after a strong backlash from supporters.
The club had initially laid out a roadmap that would have seen general admission tickets increase season-on-season, prompting anger among match-going fans and renewed debate over the cost of following the team at Anfield.
Instead, Liverpool will now implement a single inflationary increase of 3 percent to general admission tickets for the 2026/27 campaign, before introducing a price freeze for the 2027/28 season.
Supporters’ groups, including the Liverpool Supporters Board and Spirit of Shankly, had previously condemned the plan to increase general admission by three per cent next year and then continue to link prices to inflation through to 2028, arguing that a club posting record revenues should not be asking fans to shoulder more of the burden in a cost‑of‑living crisis.
And it now seems that the protests have finally forced Fenway Sports Group (FSG) and Liverpool to U-turn on their original decision.
The club has released a statement on the reversal:
“In March, the club confirmed a ticket pricing plan in which general admission ticket price increases would be limited to inflation for three seasons, while including the continued freeze on junior and local tickets at £9 and the expansion of the young adult category to include supporters up to the age of 24.”
“Following further dialogue with its Supporters Board, the club can now confirm an inflationary increase of three per cent to general admission tickets for season 2026-27, followed by a price freeze for season 2027-28.”
“Further discussions will take place with the Supporters Board for future seasons.”
“The club and Supporters Board will use the certainty of these seasons to seek longer-term alternative solutions across the game and explore commercial ideas with the Supporters Board in an attempt to avoid future ticket price increases and address issues around affordability and accessibility for future generations.”
The change in direction follows visible and vocal protests, including a yellow card protest in the 3-1 win over Crystal Palace, with supporters making it clear that another cycle of sustained increases would be a step too far.
Banners, statements and online campaigns all served to underline the feeling that the club risked alienating a core part of its fanbase if it pressed ahead. Liverpool’s decision to scrap the three-year structure will be seen by many as a sign that fan pressure still carries real weight.