As Everton head into what is a crucial week with the Merseyside Derby on the horizon, The Friedkin Group have faced possibly their first real examination by the fans with the announcement of season ticket prices for 2026/27.
There has been a less than lukewarm reaction to the news, with the club’s Fan Advisory Board describing the new pricing structure as a “deep disappointment”.
It has to be acknowledged that the club has challenges ahead of it to move to the next level and is working to improve revenue streams on a number of fronts. Commercially, from a partner and sponsorship perspective, they have begun to bring in some big names. The likes of Budweiser, Pepsi and Heinz have come on board, but they are still playing catch-up (pun very much intended) when it comes to matching those clubs that have enjoyed the fruits of Champions league football for a number of years now.
David Moyes and his squad have had their own similar challenge on the pitch and faced it head on. And with the possibility of a top five finish still very much alive, it’s only right to acknowledge too that they are delivering in a very competitive environment.
Has the Hill Dickinson Stadium brought new problems for Everton fans? 😬
Season ticket prices are expected to rise for next season 💰
General view outside the stadium as fans gather prior to the Premier League match between Everton and Brighton & Hove Albion at Hill Dickinson Stadium.
Credit: Getty Images/Clive Mason
Alan Myers says The Friedkin Group must understand the difference between English and American sports with pricing strategy
TFG have the task of transforming what was a tired club, struggling commercially in an old and restrictive stadium – and also struggling on the pitch – into a forward-facing, progressive business. Yes, they’ve had a head start with the Hill Dickinson Stadium and the benefits of the build and part financing in place on arrival, but there remains much work to do to get Everton into a position to compete at the very top again.
I believe there is an understanding, even from the matchgoing fans, that getting the club back to where everyone concerned wants it to be is not going to happen without a cost. However, there is a balance to be struck and the line between success and failure is a thin one.
TFG must read the room correctly and for a number of reasons. Firstly, they need to understand the geography.
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They are in a city where there is a large part of the population that has to live to a budget. There is a limit to what a lot of families can afford to spend on going to the match, while having to balance that with a non-negotiable loyalty and traditional behaviours which would be extremely difficult to give up.
Football in England is very different to sports in America. For instance, there isn’t a franchise culture here, there is a deep seated devotion which fans and families have no choice but to follow, they are a captive audience but that doesn’t mean they can be taken for granted.
I don’t believe anyone at Everton takes the fanbase for granted and the cost of Premier League football isn’t an Everton specific issue. There has been discontent over rising ticket prices and merchandise expenditure across the game for some time now and, in fairness, Everton’s pricing remains relatively competitive (around 11th or 12th placed average season ticket cost).
However, fans feel they are being unfairly targeted when it comes to the cost of attending games, and that’s not a good scenario for anyone. This is a fan base that has gone above and beyond in its support when the club was not reciprocating that level of commitment over recent years.
I’ve long felt it’s a tough argument when wages and transfer fees are so astronomical to then say we need to raise a couple of million more from ticket prices, it feels like there is an imbalance. Clubs will argue that budgets throughout the whole football business are relative and the different revenue streams have to be maximised individually, but in reality fans’ pockets can only be hit so hard.
Everton owners need to communicate more with fans moving forward
TFG have adopted a quiet, professional and pragmatic approach to its running of the club so far, many fans, including this one, like that. However, I do feel it’s time that we heard from the owners about their strategy for the club going forward – whether it’s a long term plan or how they view the challenges that lie ahead. I don’t believe we need to know every minute detail but communication is key to gaining an understanding of each other’s needs and aspirations, and building a relationship of trust.
On the pitch this season Everton have shown what unity and a strong, positive culture can bring. The same must apply to off-the-field too if the evolution which David Moyes talked about recently is to bear fruit. It’s been so far so good for TFG but football is a fragile business and you cannot take your eyes off the ball for a second, as many before will testify.
There’s a lot to be excited about at Everton right now and TFG have contributed a lot to that. As the club continues on this journey of resurgence, taking the fan base along with it can’t be a token gesture, it has to be accompanied by a tangible and meaningful acknowledgement of their importance and a commitment to its value.
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