Ticket pricing is under greater scrutiny than ever. Here is what clubs should do about it.

2025 was the year ticket pricing returned to the national headlines.

The Competition and Markets Authority said Ticketmaster had agreed to make changes to its sales tactics following the sale of concert tickets for the Oasis reunion. FIFA’s pricing approach for the 2026 World Cup drew widespread criticism. And, across sport and entertainment, the way tickets are priced – and who benefits – is being questioned more publicly than ever before.

For clubs, this is happening at precisely the moment when getting pricing right has never been harder, or more important.

With household finances still under pressure from the cost-of-living crisis, supporters are more price-sensitive, more vocal and more value-driven than they have been for years. That is not a reason to freeze pricing. It is a reason to have a genuine strategy.

Season and match ticket pricing does not just drive revenue. It shapes attendance, atmosphere, loyalty and the lifetime value of a fan. Done well, it can reward loyalty, grow new audiences and unlock wider matchday revenues across merchandise and food and beverage. Done poorly – or without communication – it erodes trust.

At General Sports Worldwide, we have been working in this space for over 20 years. Since launching our Club Commercial Consultancy division, we have supported ticket strategies across the sporting pyramid – from Premier League and EFL clubs to charity sport events and rugby league.

We have delivered record matchday and season ticket attendances and revenue. We have introduced new ticket opportunities and implemented flexible pricing strategies that navigate divisional uncertainty and capitalise on high-profile fixtures.

As pricing continues to face public and regulatory attention, clubs that approach ticketing strategically – with clear rationale, genuine supporter communication and the right commercial infrastructure – will be best placed for long-term success.