Ticket pricing in football: It is not a revenue problem. It is a strategy problem.

Over the last few seasons, GSW has worked with a number of clubs – including Blackpool, AFC Bournemouth and Sunderland – on one of the most sensitive areas of club commercial operations: ticketing.

The most important thing we have learned is this: football clubs rarely have a ticket pricing problem. They have a strategy problem.

No supporter wakes up hoping for a price increase. But it is a fact of life that clubs need sustainable revenues to compete, invest and grow. The question is not whether to address pricing – it is how.

Brandon Furse, GSW’s Senior Vice President of Operations, brings more than two decades of experience to this area:

When a ticketing strategy is clear, fair and well-communicated, supporters understand it. And when fans are consulted early – rather than informed late – resistance to potential changes drops dramatically. Messaging also lands with greater credibility when club staff are aligned.

The results of a well-executed ticketing strategy are clear. Blackpool achieved a significant uplift in ticket revenue. Bournemouth delivered material growth in hospitality and ticketing. Sunderland saw meaningful revenue gains alongside improved fan engagement.

Brandon said:

Crucially, this wasn’t growth at any cost. The aim was always to strike the right balance between revenue uplift, positive supporter relations, and long-term trust from fans.

Alongside pricing and product strategy, GSW has helped clubs unlock major operational efficiencies by improving digital infrastructure and the online booking journey – allowing supporters to self-serve more easily, reducing manual workload and freeing up staff for proactive sales and supporter services.

Ticketing works best when it is treated not as a back-office function, but as a strategic, supporter-facing asset. That is where sustainable growth really comes from.