Let's be 'avin… some consideration for the fans

08/05/2024 17:59

At the end of the 46-game season, we must be delighted that Norwich City have reached the playoffs.

On-the-pitch performance have improved immeasurably since the controversial AGM of last November with 11 wins and four draws from home matches, together with a couple of crucial wins away from home.

We should all therefore be feeling more positive. Off the pitch though the desire to treat fans as commodities and ignore the cost of living is alive and well. The standard adult charge for the Leeds play-off matches is £36 as per a reciprocal agreement with Leeds United. If Leeds had played Hull City £20 would have been the charge. The away fans charge for the other semi-final between Southampton and West Bromwich Albion is £30/£28.

Leeds United have applied Category A prices (compared to Category B for a similar match in 2019) for the game sparking the view from their Fan's Trust that the prices are extortionate. Leeds explained that because receipts are pooled, and they are effectively subsidising the other three clubs that justifies the high charges, which for many of their seats are a good deal higher than at Carrow Road.

Norwich City, for their part, have curiously abandoned their normal category and tiered price for league matches with a flat rate charging structure. Some supporters may even benefit from this with an effective lower charge, but most though will be paying around £10 more than the season ticket average, sometimes for restricted view seats.

When the latter is considered, plus the pooled receipt from all play-off matches including the far higher return at Leeds, the 50% retained yield as under the rules will doubtless lead to a similar £400,000 return for NCFC as per a normal league game, before taking account of the TV fee and other commercial takings.        

All of this must come out of fan's hard-earned resources in what is still in Norfolk a relatively low-wage area. The away crowd at the recent away game at Preston was disappointing, with no sign of the promotional initiative the Club ran in similar circumstances at Wigan five years ago.

The recent game at Birmingham claimed fans' money in advance for what proved eventually to be a non-event.  The other three play-off clubs have away match applications that are more sympathetic to season ticket holders than ours and the Club now appears to have sold out the Leeds game before getting to that category, unless the fan has made a preposterous supplementary payment earlier in the season.

Our (until recently) majority owners expressed at the outset, in 1998, their desire to provide the best for fans. Perhaps, in the context of the playoffs, their 'Let's be 'Avin You' message to fans – and let us very much be up for these contests – should include a statement of apology for a lack of proper consideration and consultation with fans, together with a future commitment to do something about it. 

OTBC

Kevin is an associate director of Norwich City FC – this is his personal opinion.