“Chance To Change The Conversation.” – Jay McKenna On Liverpool Ticket Price U-Turn | OneFootball

Liverpool have announced that, following conversations with the Supporters Board, they have scrapped their original plans to increase prices of general admission tickets for the next three seasons. 

Instead, the club will continue with the inflationary increase of three per cent to general admission tickets for the 2026/27 season, but will then freeze the prices for the 2027/28 season. 

Future years past the 2027/28 are still hanging in the balance; no confirmation has been given regarding the pricing of tickets from the 2028/29 season and beyond. 

The club and the Supporters Board will be in close conversation to discuss future ticket prices.  

Ste spoke to Jay McKenna, the Chairman of the Liverpool Supporters Board, to get his reaction on the recent announcement.

LIVERPOOL TICKET PRICE U-TURN! Reaction from Jay McKenna of the LFC Supporters Board

Finding A Solution: “We are going to have ongoing dialogue between the club and the supporters about what comes next, not just about what the club might want to do on ticket prices, but us trying to find an alternative solution” 

“The next two years give us certainty as supporters; it also gives the club a little bit of certainty, but most importantly, it gives us time to find those other solutions and not have this conversation in two years’ time”  

The Supporters Board’s feeling on the outcome: “We are pleased, it is much improved from where it was. We all as fans, don’t have to be thinking about protests; we all get to be doing what we want to do, which is going to the game.

“The fans going to the Chelsea game can get a pint from the concourse, bring a flag and bring all the colour. We can also concentrate on what matters, getting Champions League football, finishing as high up in the league as possible, enjoying the match and giving a big send off to two of our best ever players at the Brentford game” 

On whether the protests made a difference: “I think the protests were necessary to say to Liverpool that people are not happy. I think if we had not taken any action, I don’t know if we would be where we are now. I think they recognised the decision was not something people were happy with.” 

On thanking supporters: “I just want to say a big thanks to everybody who has taken part in the action taking place. If that has been the surveys, telling us what they think and feel, sharing things, having fan voices on media, taking leaflets at games, not bringing flags and banners, not spending in the ground and holding up a yellow card.

“All things that on their own might seem low level, but are a good indicator that people care about this stuff and that it matters. “ 

Opportunity to change the dynamic of ticket prices: “I think there is a chance to really change the conversation on ticket pricing, not just at Liverpool but across the country. I think it would be really good if supporters working together might change how ticket pricing is done in this country” 

On the process: “There are fights, I am not going to pretend it has all been friendships, back slaps and gentle jabs, it has been difficult. I have been unhappy and expressed that to Liverpool; they have also been unhappy with me and have expressed that. There is a chance here to draw the line, move forward and get the best for everyone”