In the midst of a cost of living crisis, the question arises: Why are we excluding regular folks from attending football matches? In this case, “we” refers to Coventry City, specifically concerning Albion’s upcoming Monday night fixture at the CBS Arena, which will be televised on Sky.
This isn’t meant to be a tirade against Coventry City alone. They’re not the sole culprits in this matter; there are even worse offenders in the Championship, not to mention the exorbitant costs associated with Premier League matches.
On October 30, the Baggies will play in Coventry, and adult visitors will have to shell out £37 for a match ticket. Charging £37 for a Championship game is simply unacceptable. It raises the question of whether the quality of the product justifies this price, and it’s a legitimate concern if this should even apply to Premier League matches. A fan’s connection to their team is priceless, but only if they can afford it. Albion, in contrast, charges a flat rate of £28 for visiting fans, which is more reasonable.
Many fans, possibly in the thousands, will still attend. Some may have the means to afford it, while others will go out of loyalty, even if it strains their finances. This isn’t solely a criticism of Coventry; ticket prices are their prerogative, and they will argue supply and demand, suggesting they needn’t lower prices if people continue to attend. Albion, along with other Midlands clubs and Leeds, for obvious reasons, fall into the Category A bracket. However, by the end of the month, this decision will likely hurt the hosts.
Last Christmas week, Albion took almost 4,500 traveling fans to a match, charging £33 per adult, even on a midweek night. The hosts might point to this and say, “They still came.” But increasing prices unnecessarily for a televised match doesn’t sit right.
It’s almost certain that the number of fans in attendance will drop significantly at the end of the month. This pricing is counterproductive. A family of four, consisting of parents and two children, would have to pay £104 for tickets alone, before factoring in any additional expenses. The pricing is outrageous and will deter people from attending, especially considering that the match falls during school half-term, missing a significant opportunity.
Albion made this argument, but it seemed to fall on deaf ears, leaving the Baggies extremely disappointed.
Moreover, this pricing strategy disappoints working individuals and families who are struggling to make ends meet, preventing them from enjoying live football in person. It also affects their ability to afford a Sky TV subscription, compounding the issue.