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It has now been revealed by Newcastle United, that all of the Mike Ashley long-term season ticket deals will have come to an end at the conclusion of this current season.
The club say that finally they will be able to fairly charge season ticket holders sitting in the same areas the same price.
Due to having been still tied into the Mike Ashley deals after the Newcastle United owners bought the club, a season ticket holder could be paying hundreds of pounds more than somebody sitting next to them.
The FAB minutes (see below) including ‘Chief Operating Officer Brad Miller accepted that because the price for a ten-year season ticket was set 14 years ago, the percentage price increase from a 2011/12 price to a 2025/26 price would be an anomaly compared to last season’s 5% rise for standard adult season tickets. However, it is a necessary step to bring parity between season ticket holders in equivalent seats.’
Newcastle United have made this information available, following the most recent FAB (Fan Advisory Board) meeting with NUFC senior club officials, that was held on Monday 4 November 2024.
The minutes from this matter have now been made public this (Tuesday 3 December 2024) morning and they included the following…
‘Newcastle United Head of Ticketing Chris Parkinson gave a presentation on ticketing operations, outlining the following:
The final grouping of ‘long term season ticket deals, which were introduced in 2011, will conclude as scheduled this season. The previous grouping ended in 2022.
Season ticket pricing for 2025/26 has not been finalised just yet but this will be communicated in due course.
Direct Debits for supporters on the ten-year deal will end in February
Newcastle United Head of Ticketing Chris Parkinson outlined the benchmarking the club does in relation to other Premier League clubs to ensure pricing remains fair and competitive.
Newcastle United had the cheapest season tickets for the 2024/25 season in comparison with other Premier League clubs and the club’s most expensive season ticket ranked middle of the table when compared to other Premier League clubs most expensive Season Ticket.
FAB member Marion Williams questioned whether ticket pricing makes a difference to clubs against the wider context of money
generated through broadcast and commercial deals, stating price increases in football could generally be seen to be exploiting loyalty.
NUFC Chief Commerical Officer Peter Silverstone explained that ticket pricing – as with all other revenue – does have a material impact on the club’s ability to keep pace with rival clubs.
FAB member Marion Williams suggested the club needs more options for discounted prices and to generate its revenue in a
different way.
Chief Operating Officer Brad Miller acknowledged MW’s feedback but outlined Newcastle United is typically in the lower quartile for ticket pricing in the Premier League.
BM accepted that because the price for a ten-year season ticket was set 14 years ago, the percentage price increase from a 2011/12 price to a 2025/26 price would be an anomaly compared to last season’s 5% rise for standard adult season tickets.
However, it is a necessary step to bring parity between season ticket holders in equivalent seats.
Chief Operating Officer Brad Miller explained that we as a Club are exploring all incremental gains in order to continue our progression to compete at the highest level, as the 1% to 2% margins can make the difference.
NUFC Chief Commerical Officer Peter Silverstone referenced PSR and its influence on the club’s transfer activity in June 2024 in particular. He explained that the club is tasked with doing all it can to be competitive, and that the club’s ambitions
(ownership and fans) are the same as other top clubs in the Premier League. He acknowledged that the club needs to meet those without impacting the loyalty of supporters.
FAB member Paul Karter understood the club’s view but said supporters can only take it from one perspective. He explained that the rise in price could have a softer landing so that the longest-serving season ticket holders are retained.
Director, Commercial Venue, Yvette Thompson explained that the club communicated proactively and early with supporters on long-term deals to inform them that prices would be brought to a level of parity with other season ticket holders. This
followed the conclusion of other similar long-term deals in 2022.
FAB member Claire Wintrip outlined a different perspective as a season ticket holder, having attended most matches in “worse
times” but having had to pay full price as a result of not being enrolled on a long-term deal. CW highlighted the sensitivity/unfairness of having some season ticket holders, sitting next to each other, paying less than others.
NUFC Chief Commerical Officer Peter Silverstone acknowledged this point and highlighted that this was a challenge the club faces. Trying to ensure consistency and fairness for all fans sitting in the same areas. He cited that if the rise from a 2011/12
price to a 2025/26 price was made in stages, rather than on the conclusion of the deal, the club would be susceptible to complaints from others now paying full price who were sitting next to others who were paying less (as per CW’s point).
FAB member Paul Karter acknowledged he was very fortunate to have paid the same price for his season ticket for the past
14 years. He accepted his sister behind him is paying 56% more as a result of not being on a ten-year deal, and asked if the prices could have ‘met in the middle’. He asked if the club could make up any shortfall elsewhere.
Director, Commercial Venue, Yvette Thompson explained that other similar deals had concluded in recent seasons and approach should be consistent. It would be unfair to do something different for the final group of supporters on a long-term deal.
NUFC Head of Supporter Services, Sarah Medcalf, added that the club had notified season ticket holders of the end of the long term deal a year in advance and is looking at potential payment plans to make sure payments are spread.
Whilst PSR is an ever-present consideration, as is the loyalty and support of our fans, the issue of price consistency across the stadium is also an important issue the club has to manage. It is not just about the club making up the shortfall elsewhere…
NUFC Head of Ticketing Chris Parkinson raised the ballot process, referencing the following:
At the time of the meeting there had been seven ballots so far this season.
Almost all supporters who have applied for all seven ballots have won at least one, with a greater chance of success
than general sale and the official resale platform.
Of those successful in ballots, on average 10% of supporters are not proceeding to select their seats and conclude the purchase, even though you can select your seats.
FAB member Rajat Nayyar highlighted website functionality, specifically noting that the current colour scheme makes it challenging to see areas of ticket availability. The club agreed to take this feedback on board and review the functionality where possible.
FAB member Adam Stoker requested that ballot success rate information is published to supporters and noted that Arsenal had
published their comparable information that week.
NUFC Chief Commerical Officer Peter Silverstone said this would be taken away to be discussed internally.’

 
