West Ham’s financial woes have reached a new level, and fans won’t believe the drastic step the club has just taken.
With Premier League Profit and Sustainability Rules (PSR) tightening belts across the the top flight, West Ham are scrambling for cash in a way no one saw coming.
Under PSR, clubs cannot post losses of more than £105m over a three-year period.
Now the board has taken unprecedented action after warning £80m losses are on the horizon for the Hammers.
But it risks a backlash from Hammers supporters.
And it comes just a week after the club appeased them with a shock U-turn over West Ham’s controversial concessions ban.
Why PSR is now a problem for West Ham
West Ham already have plans to raise £100m in player sales this summer.
That will go towards funding any signings Graham Potter makes.
There has been a campaign of expectation management coming out of West Ham of late. A top board source told fans this week ‘our finances are a mess’.
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It comes after West Ham did a £69m deal with Barclays to get access to transfer cash owed to them early. The Hammers forfeited £4m of that by way of payment to the bank in order to have £65m to fund last summer’s splurge.
PSR is not just affecting the Irons of course.
Even the richest sports team on the planet – and West Ham’s next opponents – Newcastle, find themselves being forced to sell talented young stars just to meet PSR regulations.
Newcastle’s owners are worth in excess of £500bn.
Photo by Jacques Feeney/Offside/Offside via Getty Images
Photo by Jacques Feeney/Offside/Offside via Getty Images
PSR-hit West Ham clearly desperate for cash
Aston Villa, another highly wealthy and ambitious club, have been so angry with PSR one of their co-owners has threatened to sue the Premier League.
Current PSR rules were recently voted back in for next season. So they are here to stay and it is clearly already impacting West Ham.
This latest move could have major implications for the club’s future – both on and off the pitch.
PSR-hit West Ham are so desperate for cash fans won’t believe their latest move.
Overnight West Ham’s owners sent messages directly to the club’s season ticket holders.
It pre-empted a major announcement on the club’s website about next season.
Historically season ticket renewal deadlines have been around July.
Some seasons that has been brought forward to June or May.
Now West Ham have announced they want supporters to renew now – before the end of March.
In fact the Hammers board, with vice-chair Karren Brady leading day-to-day operations, are clearly desperate for as many fans to renew for next season as quickly as possible.
Because the club is offering a series of controversial perks to supporters.
Photo by Richard Pelham/Getty Images
Photo by Richard Pelham/Getty Images
Hammers fans won’t believe club’s controversial move
They include bonus loyalty points and an exclusive window to leapfrog others in the queue for London Stadium relocations.
Most controversial of all, those who do pump cash into the club before the end of the month will be also be able to jump the queue to buy additional season tickets ahead of those on the waiting list.
The move comes just a week after the club’s much-welcomed decision to scrap the ban on concessions and season ticket price freeze.
West Ham deserve credit for those decisions.
But sources inside the club have since bemoaned the financial impact those moves will have.
That is now clear for all to see with West Ham pushing hard to get season ticket cash flowing into the club three months earlier than usual.
The final deadline to renew is the more reasonable date for fans of June 2nd.
West Ham offer unprecedented perks to club’s wealthiest fans
But those supporters renewing beyond March 31st will not get any of the perks being dangled as carrots.
The move clearly offers an advantage to the club’s wealthier supporters who can afford to renew in the next three weeks.
It is bound to cause a stir amongst the Hammers faithful who have never been shy to vent their spleen over such issues.
In a statement on the club’s website and sent directly to supporters last night, West Ham announced the decision.
“For 2025/26, Men’s team Season Ticket Holders who renew before 31 March will also benefit from an exclusive seat relocation window, as well as the ability to buy up to two additional Season Tickets for friends and family, before we offer vacant seats to our Waiting List. Additionally, early renewers will gain a bonus three loyalty points,” West Ham state.
“Season Ticket Holders will be contacted directly by email, but can renew now by logging into their West Ham e-ticketing accounts.
“Club London Members will soon receive an emailed invitation to renew for the 2025/26 campaign and your Relationship Manager will also be in touch to further discuss your renewal options.
“The final deadline to renew your Season Ticket or Club London Membership is Monday 2 June 2025.”