A football finance expert has analysed and questioned Liverpool’s justification for increasing ticket prices over the next three seasons.
Liverpool’s price increases – up to £4.50 for standard tickets and up to £67.50 for season tickets by 2029 – are estimated to be worth £1.2 million per season to the club, just 0.17 percent of their revenue for a year.
In other words, it will be a drop in the ocean and not essential to LFC’s finances. To put it into more perspective, Liverpool will more as a bonus bonus of £1.82m per league phase win in the Champions League.
But just to put that argument on hold for a moment, among the main reasons used by the club to explain why they are increasing standard ticket prices is the rising costs associated with running matchdays.
CEO Billy Hogan told fans in an email that operating costs at Anfield have gone up by 85 percent, including the expanded Anfield Road, over the past decade.
He added that utility costs are up 107 percent over just the past four years and business rates up 286 percent in that same period.
However, those statistics fail to recognise the bigger picture, with some of those cost increases a direct result of the increased revenue-generating Anfield Road End and Main Stand.
For example, while matchday running costs may be up 85 percent in the last decade, matchday revenue is also up by almost the same percentage, increasing by nearly £52m.
Football finance expert Kieran Maguire highlighted that while costs may have increased, so has revenue and the amount paid by supporters.
Liverpool’s Matchday Revenue
Metric 2011 2025 Increase
Revenue (m) 40.9 115.6 182.7%
Home Matches 27 28 –
Attendance (avg) 42,820 60,330 40.9%
Yield (Matchday) £35.37 £68.43 93.5%
Cost (Per Head) £42.44 £82.11 93.5%
CPI (Inflation) – – 49.6%
Since Fenway Sports Group bought Liverpool FC, matchday revenue has increased by more than 182 percent while attendance has only risen by 40.9 percent.
It means that the average amount paid by supporters for one match, taking into account exorbitant hospitality prices, comes to about £82.11 per head.
This figure of £82.11 is over 93.5 percent more than the £42.44 paid in 2011. In that time, the Consumer Price Index has gone up by 49.6 percent.
Of course, CPI, which is linked to inflation, isn’t a good measure to use for how much fans should be paying for a ticket anyway.
After all, if you were to take a Kop ticket in 1994 that cost £4.50 and adjusted it for inflation today, it would cost just under £10. In 2026, the cheapest standard ticket on the Kop is £39.
Revenue Category Value (£m) % Of Total
Total Revenue £703m 100%
Commercial Revenue £323m 45.9%
Media/TV Revenue £264m 37.6%
Matchday Revenue £116m 16.5%
It is important to remember, though, that these numbers pale in comparison to the money brought in by television and commercial deals.
In 2026, Liverpool’s matchday revenue accounted for just 16.5 percent of their record £703m, which included £8m profit after tax.
There is arguably then significant room for manoeuvre if Liverpool wanted to do good by their regular supporters and reduce prices, especially given how much they now make from hospitality.