The Manchester United Supporters Trust issued the following open letter to minority owner Sir Jim Ratcliffe regarding the rise of ticket prices:
We write to you as representatives of the Manchester United supporter community, united in our love for the Club and driven by our collective desire to see Manchester United succeed on and off the pitch. As you consider forthcoming decisions on match ticketing policies and pricing, we urge you to pause and carefully reflect on the timing, potential consequences, and long-term impact of any major changes.
We recognise the club ultimately makes these decisions but our intention here is to offer honest counsel, some of which your employees may be reluctant to deliver to you, to help inform these decisions. We also want to put this on public record in the form of an open letter to ensure supporters understand our position too.
Judging by your own public comments it seems you may have come to the conclusion that ticket pricing and policies are in need of a major review. However, we strongly believe that now is the worst possible time to implement significant changes. With the team struggling on the pitch and fan sentiment already at a low ebb, we all need to pull together to lift the team’s performance, not risk deepening divisions or creating further dissatisfaction.
WHY THIS IS THE WRONG TIME
Fan Sentiment:
A price increase or significant ticketing policy changes would land very badly with fans at this time. Negative sentiment comes with financial costs, as discontent escalates into active protests and disillusionment.
This discontent could lead to outright rebellion, with consequences not just for matchday revenues but also for sponsor relations and the club’s global brand. Sponsors depend on a passionate and engaged fanbase; alienating supporters risks damaging these critical partnerships. Discontent also reduces fans’ discretionary spend too.
And the potential to poison the well for stadium plans must be taken into consideration.
Impact on Atmosphere and Team Performance:
Fan dissatisfaction affects the matchday atmosphere, creating performance anxiety for players, rather than the vocal support needed to inspire them.
A passive or even hostile atmosphere at Old Trafford compounding struggling team performances could spiral into a catastrophic tailspin.
Should this happen, the financial losses from lost European qualification and a lower league position finish, would dwarf any potential gains from ticketing revenue increases.
Policy Mistakes Can Trigger Huge Reactions:
Pricing is the headline but changes to ticketing policies must be handled with even greater care. Major missteps without proper understanding of the unforeseen impacts could provoke severe backlash from fans, as history has shown.
Decisions made without proper consultation risk triggering disproportionate reactions and long-term damage to fan relations.
You particularly need to tread carefully around further restrictions or limitations on the ability of season ticket holders to pass on their tickets, a practice that is long established amongst supporters and nurtures our fan culture and community.
THE VALUE OF SUPPORTIVE FANS
How much is good fan relations worth? Consider the following:
A warning signal that you are losing the crowd is the loss of the home advantage (does occasional heroic away performances interspersed with dismal home defeats and draws sound familiar?)
The atmosphere generated by loyal and vocal fans drives the team forward, leading to better performances, higher league positions, and greater Premier League prize money.
Success in domestic and European competitions—fueled by fan support—has substantial financial rewards, not least European qualification for next season.
The opposite is of course true too, and poor atmosphere in the ground feeds poor performances. It is a symbiotic relationship both positively and negatively.
A BETTER WAY FORWARD
Instead of making changes now, we urge you to adopt a more measured approach – work with the fans not against us, to rebuild Manchester United in the way you say you want to.
Hold Fire for This Season:
Be bold – freeze ticket prices for season ticket holders and members for next season. This would signal the club’s commitment to its supporters and create a rallying point for everyone to come together in support of the team for the crucial final months of the season.
Rally the Fans and Club Together:
Use this time to focus on maximizing performance on the pitch, securing European qualification through the Premier League or cup competitions, and strengthening fan support.
Consider Alternative Funding Options:
If additional funding is required for exceptional circumstances, explore another share issue for existing shareholders or allow fans (or other investors) the option to co-invest in their club on a fair and equal basis with the major shareholders. We know many fans would welcome this opportunity.
Consult Fans on Long-Term Changes:
If you believe ticket pricing and policies at Old Trafford require significant correction, initiate a proper consultation process with the supporters who will be impacted. This will ensure decisions are informed by fan perspectives and made with the best chance of securing unity rather than rebellion. You need to take fans with you, not create opposition.
Preserve the Club’s Legacy:
Resist the temptation to sell off the fruits of the youth academy for short-term fixes unless it aligns with a longer-term football strategy that honours Manchester United’s proud tradition of developing talent.
THE BUSINESS CASE FOR A BOLD APPROACH
This is not simply about protecting supporters’ pockets. We understand the financial realities of running the club. However, there is a strong correlation between fan relations and both financial and on-field outcomes. Poorly timed changes to ticketing policies risk undermining the very atmosphere and support that drive success on the pitch, leading to far greater losses in revenue than any gains from ticket price increases or policy changes.
By freezing prices and avoiding major disruptive policy changes now, you have the opportunity to signal that you value the unique role of fans in Manchester United’s success. Together, we can build a stronger future for the club. The consequences of ignoring this are significant, but the benefits of getting it right are immeasurable.
We hope you will give this careful consideration and make the right decision for Manchester United’s future.
Yours sincerely,
The Manchester United Supporters’ Trust (MUST)
