Principal Owner John W Henry, Chairman Tom Werner
and President Mike Gordon have tonight issued the following message to
Liverpool supporters...
Dear Liverpool supporters,
It has been a tumultuous week. On behalf of
everyone at Fenway Sports Group and Liverpool Football Club, we would like to
apologise for the distress caused by our ticket pricing plan for the 2016-17
season.
The three of us have been particularly troubled by
the perception that we don’t care about our supporters, that we are greedy, and
that we are attempting to extract personal profits at the club’s
expense. Quite the opposite is true.
From our first days as owners we have understood
that serving as custodians of this incredible institution is a distinct
privilege and as such, we have been driven solely by the desire to return LFC
to the pinnacle of football. In the world of modern football, growing the club
in a sustainable way is essential to realising this objective.
To that end, we have never taken a single penny out
of the football club. Instead we have injected vast sums of our own money to
improve the playing squad and modernise LFC’s infrastructure - exemplified by the £120million
advance from FSG to build the new Main Stand. This massive undertaking was made
in order to provide more supporters access to Anfield and also to produce
additional revenue to help us compete financially with clubs that have greater resources.
When it opens in August this year, the stand will accomplish those goals,
thereby fulfilling a promise we made upon acquiring LFC in 2010.
We were strongly engaged in the process to develop
the ticketing plan for 2016-17. We met directly with representatives of LFC’s
Supporters’ Committee and along with LFC management, wholeheartedly agreed with
major concerns raised, notably: access for local and young supporters;
engagement and access to Anfield for local children; access to Premier League
matches for those in Liverpool most challenged by affordability.
We believe the plan successfully addressed these
concerns and are disappointed that these elements have been either lost or,
worse, characterised as cynical attempts to mask profiteering in the plan as a
whole. Rather, we prefer to look at them as the parts of the ticketing plan we
got right.
On the other hand, part of the ticketing plan we
got wrong.
In addition to the other elements of the plan we
proposed price increases on a number of tickets. These pricing actions
generated growth in general admission ticketing revenue on a like-for-like
basis exclusive of revenue from newly-added GA seats.
We believed by delivering a vastly improved seat
offering in what will be the newest stand in English football, concentrating
the price increases on those tickets typically purchased by fans least
sensitive to affordability, and for LFC to begin repaying the £120million
advance from FSG for the new Main Stand that these increases were supportable
even in the context of growth in revenues from the new Premier League TV deal.
However, the widespread opposition to this element
of the plan has made it clear that we were mistaken.
A great many of you have objected strongly to the
£77 price level of our most expensive GA seats and expressed a clear
expectation that the club should forego any increased revenue from raising
prices on GA tickets in the current environment.
Message received.
After an intense period of consultation with LFC
management we have decided to make major revisions to our ticketing structure
for 2016-17:
Removal of game categorisation –
regardless of the opposition fans will pay the same price for matchday tickets.
The pricing of tickets will be
readjusted to result in zero revenue growth from GA ticketing on a
like-for-like basis.
Though individual ticket prices may
move marginally from this season, we are freezing our 2016-17 GA ticket revenue
at the 2015-16 level exclusive of newly-added seats in the new Main Stand.
The price of our highest general
admission ticket will be frozen at the 2015-16 level - £59.
The price of our highest season
ticket will be frozen at the 2015-16 level - £869. The lowest price reducing a
further £25 from the 2015-16 level to £685, as well as all other tiers being
frozen or reduced.
£9 GA seats will be offered for each
and every Premier League match, an allocation of more than 10,000 tickets
across the season.
We would hasten to add that the other initiatives
announced last week in the 2016-17 plan will remain:
17-21 young adult concession – 20,000
tickets across the Premier League season available at a 50 per cent reduction
for young people.
1,000 tickets to Premier League
matches across the season will be given away free of charge to Liverpool
schoolchildren based on merit, as recommended by their teachers.
As a sign of our commitment to this improved
ticketing structure, we are further announcing that this plan shall be in
effect for both the 2016-17 and 2017-18 seasons. For the next two seasons, LFC
will not earn a single additional pound from increasing general admission
ticket prices.
We believe we have demonstrated a willingness to
listen carefully, reconsider our position, and act decisively. The unique and
sacred relationship between Liverpool Football Club and its supporters has
always been foremost in our minds. It represents the heartbeat of this
extraordinary football club.
More than any other factor by far, that bond is
what drives us to work tirelessly on behalf of the club and its future. We have
great conviction in our world-class manager and our young, talented squad and
know that in time the on-pitch success we all crave will be realised.
We look forward to sharing in that success with
you.
John W Henry, Tom Werner, Mike Gordon