Dynamic pricing: Valencia introduces ticket pricing system

A spokesman for the Football Supporters’ Association (FSA), which represents fans in England and Wales, said: “Following the Oasis debacle, there have been calls within the football world to infect the football world with dynamic pricing.

“Never underestimate the possibility that the most greedy owners in world football will try to import terrible ideas from other sectors to exploit the loyalty of fans.

“Racegoers are already mobilising against the recent wave of price increases and attacks on concessions. Any sly increases will face huge resistance.”

Furthermore, Football Supporters Europe, which represents fans across the continent, said: “FSE is strongly opposed to so-called ‘dynamic pricing’ in football. It is nothing more than outright greed – it’s as simple as that.”

The Premier League requires clubs to publish ticket prices at the start of each season, theoretically preventing dynamic pricing.

Approximately 70% of tickets sold by Premier League clubs are season tickets and are not sold per event.

However, fan groups from clubs including Liverpool, Tottenham, West Ham and Wolves have protested at the changes to ticket prices and procedures introduced this year. According to the FSA, 19 out of 20 Premier League clubs have increased prices ahead of the 2024-25 season.

Ticket revenue is vital to the financial sustainability of the 72 clubs in the English Football League (EFL). The total attendance for all matches in the Championship, League One and League Two was 23 million in 2023–24.

Dynamic pricing has not been discussed in the EFL’s regular forums with clubs.

Valencia, which is majority owned by former Salford City shareholder Peter Lim, said: “We understand the concerns but we believe it is more about fairness.

“It wouldn’t be fair if someone who planned ahead and bought a ticket early had to pay the same as someone who waited until the last minute.

“We believe that the concept of dynamic pricing itself is not the main concern, as this is a common practice in sectors such as concerts or airlines.

“Instead, the frustration seems to stem from the uncertainty surrounding match schedules, with fans finding it difficult to plan ahead and buy tickets without knowing when the matches will take place.”

Libertad VCF said: “It is not fair that a fan who loves his club, who first went to Mestalla when his father took him as a child, who remained loyal to his club when it was relegated to the second division, is treated as a simple ‘spectator’.

“The fans are not just customers. They are the ones who founded the club, who have followed the club throughout its history and who are the most important element of a club.

“You may not see it in the financial figures, but clubs without fans are nothing.”

BBC Sport has asked the Premier League, the EFL and La Liga for comment.