Open Letter to Shahid Khan
Dear Shahid Khan,
As the owner, supporter, advocate, and custodian of Fulham Football Club, we are writing to you to express the concerns of many lifelong fans regarding the current pricing strategy for season tickets in 2023/24. While we understand the importance of ensuring the club’s long-term sustainability, we believe there are better ways to achieve this than the recent draconian ticket announcements. The pricing structure has caused distress, anxiety, anger, and disillusionment among a significant proportion of our loyal fan base.
It is a real shame that the strides made by the team on the pitch, the stated importance from Marco Silva of maintaining the unique and passionate atmosphere at Craven Cottage, and the recent re-emergence of Fulham as a genuine Premier League team this season risk being completely undermined by the pricing strategy for season tickets. The high cost of tickets, both in the Riverside and throughout the ground, not only alienates many of the club’s long-term supporters but also threatens to make it harder for the team to attract new fans and build a truly inclusive fan base. As a result, we urge you to take a serious look at this issue and consider how it can be addressed in a way that benefits both the club and its supporters.
Long term fans are the lifeblood of any football club, and their passion and dedication have helped build Fulham into the institution it is today. We appreciate the club’s efforts to ensure sustainability, but the gains for the club cannot outweigh the losses for fans who feel they are being left behind after years of loyal support. It is important to note that sustainability comes from sporting merit, driven by vocal and long-suffering Fulham fans, which will deliver better results than turning Fulham into a club that only the wealthy can afford to attend.
Furthermore, we express concern regarding the pricing structure for the Riverside Stand. Seats priced at £3,000 appear to be amongst the most expensive non-hospitality season tickets in football worldwide. While we appreciate the investment and support you have given to Fulham, both on and off the pitch, we believe this pricing structure is out of touch with the financial realities facing many of our loyal fans. This pricing goes against your words from 2019, where you stated your intention to create a world-class destination for fans and guests to experience and enjoy while retaining the charm that Craven Cottage exudes within our very own section of the River Thames.
As the Fulham Supporters’ Trust, we aim to protect Fulham’s unique identity at Craven Cottage, keep football at Fulham accessible, and maintain a strong connection between the club and supporters. However, despite undertakings to consult on season ticket pricing, there was none at any stage. Four hours notice of a structure that prices out supporters in all parts of the ground does not constitute meaningful consultation.
We kindly ask you to engage with the Trust and our fans and reconsider the current pricing strategy for season tickets, both in the Riverside and throughout the ground before they go on sale.
- In the Hammersmith, Putney, and Johnny Haynes Stands, we ask that the average price increase is kept at or below the rate of inflation, especially in light of the ongoing cost of living crisis.
- In the Riverside Stand, we ask that the pricing model is significantly revised. The new Thameside offering is going to be a wonderful asset that far exceeds the previous one, we appreciate that. However, its pricing ostracises the vast majority of fans from ever experiencing it.
We thank you for your continued investment in the club, and we ask that you take into consideration the concerns of the loyal fans who have supported the club through its ups and downs.
Please help us ensure that the legacy of the club is protected by finding a pricing strategy that is fair and sustainable for all. By working together, we can find a solution that benefits the club and its fans and helps to protect the legacy and future of Fulham Football Club.
The Fulham Supporters’ Trust