Huddersfield Town stand almost alone in complex season card price debate

Town made less money from each matchgoing fan than their Championship rivals but have ultimately resisted the urge to jack up prices

Huddersfield Town’s decision to freeze their season card prices was not an easy one.

In March, the All Together Town panel – a quarterly forum that brings together representatives of the club and its various fans’ groups – had discussed different pricing options.

The ideas presented by the club included zoning up the John Smith’s Stadium into different price points, rather than having one flat price around the entire stadium, with a premium put on those seats with a more central, side-on view. This would have allowed the club to raise prices for those who could afford, without removing access for those unable to move beyond the current fee.

The downside, of course, is that Town have been at a flat rate for so long that there would no doubt be difficulties in moving people away from seats they may have had for years but could no longer bear the cost of (or would choose not to pay extra for).

Town also pointed out that, having gone away and done a lot of market research up and down the leagues, their current pricing structure is roughly equivalent to that of a National League North (sixth tier) side — and that the tickets have been so cheap, working out at just over a tenner a game, that up to 4,000 season cards holders were regularly not attending games.