Leeds United: Cost of visiting Elland Road rises but season ticket holders are rewarded

Leeds United fans.
Leeds United fans.
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The cost of paying to see Leeds United on a matchday has risen, but fans have benefitted from a general trend of lowered season ticket prices, according to the BBC Sport Price of Football survey.

Of the 700 tickets analysed by the survey, 70.15 per cent featured a price freeze or reduction.

Leeds, once regarded as the bastions of high ticket pricing in the Championship, have dropped their season ticket prices considerably this year.

Their cheapest season ticket now costs £398, compared with £445 last season, working out at just over £17 a game. There has also been a fall from £688 to £587 for the price of the most expensive season ticket.

However, like every team in Yorkshire except Huddersfield Town, Leeds have increased the base cost of purchasing a ticket on a matchday.

It is not possible to purchase a ticket to watch Leeds for less than £26 on the day of a game, and can cost as much as £42. There is also a £5 surcharge for purchasing a ticket on the day of a match.

In the case of a category A game, every ticket available to away fans costs at least £37. That comes in contrast to the Twenty’s Plenty campaign organised by the Football Supporters’ Federation (FSF), which is campaigning for all clubs to not charge more than £20 for away fans.

This has come under criticism from the Leeds United Supporters’ Trust.

A spokesperson for the Trust said: “Season ticket prices have reduced from the ridiculously high levels that defined the Ken Bates era at Leeds United and we look forward to that continuing.

“We do, however, still have concerns about the price of match tickets, even taking into account some concessions made on children’s ticket prices recently.

“It seems that the over-use of Category A and B designations is having an effect on attendance levels, as is the constant changing of dates and times to suit television scheduling.

“We would rather see Elland Road packed out and bouncing at home games than looking half empty.

“We are fully committed to the FSF’s Twenty’s Plenty campaign. Over the years we have grown used to almost all Leeds United away games being designated as Category A and thus feel if the club could get reciprocal agreements with the other 23 Championship clubs that would be a massive gain for our loyal away following.”

Leeds have maintained their programme price at £3, in contrast to 2012, when they had the most expensive matchday offering in the country at £4. A cup of tea costs £2.20 at Elland Road, while a pie costs £3.10.

Football League chief executive Shaun Harvey said: “Football League clubs continue to offer compelling football at a price that is affordable, particularly for those buying season tickets who are rewarded for their loyalty and financial commitment with the best value ticket offerings.

“The significant numbers of season ticket holders at matches, along with ever-greater numbers of young fans, has resulted in the average price paid per paying spectator being as low as £14 across the League’s 72 clubs.

“Clearly others, such as adults and those paying on the day, will usually pay more. Clubs therefore need to ensure that their ticketing policies provide the right balance between fair value for supporters and generating the income that sustains on-field performance, which overwhelmingly they do.”

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