VAT ticket cuts a step in the right direction

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FSF chair Malcolm Clarke has acknowledged the efforts of football clubs who’ve passed on savings made via the recent VAT rate cut to their supporters.

But Clarke believes the industry as a whole needs to re-think ticket pricing altogether, as post credit-crunch finances get ever tighter for many fans.

Several clubs have announced schemes aimed at ensuring their loyal paying customers benefit from the recent VAT rate cut, and more look likely to follow suit.

And Clarke says they’ve at least made a step in the right direction – but clearly hopes all football club chairmen understand they may soon have to go much further to keep fans on-side.

“Fair play to clubs who have acted to pass on the financial benefits of the recent VAT rate cut on to their supporters in some way – it is a step in the right direction, and I’m encouraged to see some acknowledgement many fans are currently feeling the pinch”, Clarke said.

“It is to be hoped club chairmen up and down the land will show a similar understanding of many supporters’ current circumstances when they consider their ticket prices for next season.

“Amid the current financial climate, those running football in this country must realise they need to be as competitive as possible if they are to avoid pricing their fans out altogether.”

And Clarke says the resurgence in attendances League Two club Bradford City have enjoyed since embarking on a cheap season ticket scheme should be food for thought for other clubs.

“Bradford City’s excellent scheme has run for the last couple of years. They’ve recently announced they’ll be offering adult season tickets for as little as £99 and their already excellent gates will doubtless go up again. Maybe we’ll see more of such strategies.”