Wolves have sold out their allocation of season tickets for the 2024/25 Premier League season. This is after they reversed their decision to increase the average price across the ground by nearly 18%.
Supporters expressed their anger on social media concerning the club’s discussion, resulting in the hierarchy to respond to their complaints.
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Eyewatering price hikes across the ground – May 2024
Emails were sent to Wolves’ fans on Thursday, 23 May, with season ticket prices for the 2024/25 season. Supporters were shocked by the level of price increases across Molineux, with some seats over 100 per cent more expensive to renew.
Under-14s located in the Billy Wright lower, which is the family enclosure of the ground, had their season ticket increased from £105 to £245. This was a 133 per cent increase.
Under-21s in this section saw their seats rise in price by 46.6 per cent. Finally, adults in this part of the ground saw their ticket increased by 22.8 per cent. One adult and one under-14 ticket in the family enclosure at Wolves in the 2024/25 campaign were priced at over £1,000.
🚨 Wolves have announced the 24/25 season ticket renewal prices 🎟️
All prices have increased. The increase is between 17% – 176% dependent on stadium area and age of supporter 💸 #wwfc #wolves pic.twitter.com/wwxrqSAZQx
— 𝐓𝐇𝐄 𝐖𝐎𝐋𝐅𝐏𝐀𝐂𝐊™️ (@Wolfpackwwfc) May 23, 2024
As well as this, adult season tickets in the Billy Wright upper, Steve Bull stand and the North Bank lower were priced at £939, £835 and £735, respectively.
Wolves fans react to ‘staggering price rise’ – May 2024
The fan-led Wolves website, @TalkingWolves, posted a damning statement about the price rises, describing the “staggering price rise” as “unreasonable”.
#Wolves season ticket renewal prices for the 24/25 have been announced. Fans are expected to pay AT LEAST 16% more than 23/24 campaign.
Fosun, you are pushing away a huge number of dedicated #WWFC fans who have spent thousands of pounds of their hard earned money supporting this…
— Talking Wolves (@TalkingWolves) May 23, 2024
Another fan was critical of the decision to significantly increase the prices of junior season tickets. @richardhobbs6 said: “I got priced out of Wolves season ticket post Covid. Sad to see so many people having to make difficult decisions today about renewing. The sharp increase in junior tickets is the most disgusting. #wwfc.”
I got priced out of Wolves season ticket post Covid. Sad to see so many people having to make difficult decisions today about renewing. The sharp increase in junior tickets is the most disgusting. #wwfc
— Richard Hobbs (@richardhobbs6) May 23, 2024
Shi writes open letter to fans about price hike – May 2024
In a letter to the fans, Wolves chairman Jeff Shi doubled down on the decision to hike season ticket prices. He said: “When it comes to setting ticket prices, we benchmark our prices against those of the other 19 Premier League clubs, especially those with similar fanbase sizes, stadium capacities and sporting achievements.
“We do listen to fan feedback, and we understand that price increases are unpopular, but our aim is to ensure our prices are neither significantly higher nor lower than our peers. Our ticketing team has thoroughly researched and compared Wolves with other clubs, and I believe our pricing reflects a fair and reasonable balance based on our current position, past growth and future aspirations.
“Commercial growth is vital for our club's sustainability and competitiveness. While Premier League broadcasting revenue is indeed a major source of income, it is also easily offset by the club's wage bills. This means that our disposable income largely comes from commercial activities, including ticket sales, hospitality and sponsorship.
“This revenue is the key difference between us and the biggest clubs that we have to compete with in the Premier League and is an essential area for us to grow over time. Our head coach, his team and squad have put in tremendous effort to ensure our club competes at the highest level on the pitch this season and, as we move into our seventh successive season in the Premier League, we will continue to keep progressing and supporting them as much as we can.
“Your support is invaluable to us, and we are committed to keep growing Wolves to make the club a strong and sustainable presence in the top tier of English football.”
Wolves reverse decision to hike season ticket prices – June 2024
On 5 June, it was announced that Wolves had reversed the decision to increase season ticket prices across Molineux. The club scrapped the price hikes for under-14s and froze the cost of adult season tickets after consultation with various supporters' groups at the fan advisory board on 4 June.
Well done Wolves supporters inc Fan Advisory Board who persuaded Club to make U-turn on deeply unpopular ticket plans. #WWFC announce a “guaranteed freeze on adult season ticket prices for 2025/26” and “no price increase for under-14s for 2024/25”.
— Henry Winter (@henrywinter) June 5, 2024
Wolves released a statement on 5 June that said: “Wolves representatives met with the club’s Fan Advisory Board on Tuesday 4th June to discuss the 2024/25 and 2025/26 season ticket prices.
In a productive meeting, the parties discussed a number of topics relating to the prices, including the communication and consultation around pricing, supporter feedback, and the support of junior fans in particular, which led to an agreement on how to progress.
“The following has been agreed and will be communicated directly to season ticket holders via email:
- A guaranteed freeze on adult season ticket prices for the 2025/26 season.
- No price increase for under-14s for the 2024/25 season.
- The pricing strategy and structure of junior season tickets will be reviewed for the 2025/2026 season, in consultation with the FAB.
“Wolves deeply value the feedback from our supporters and the role the Fan Advisory Board plays in representing their voices.
“We are committed to ensuring open communication and collaboration as we strive to achieve success on and off the pitch and we believe our dialogue reflects our dedication to maintaining a strong, competitive and united Wolves family.
“We thank the Fan Advisory Board for their time, energy and commitment to our discussions and look forward to our ongoing relationship, as we work with them closely to continue to represent the fans’ voice in our club’s future.”
Wolves sell out season tickets – 30 June update
On 30 June, Andy Giddings from BBC News, West Midlands, reported that Wolves had sold out their allocation of season tickets following the club's u-turn. A petition denouncing the original plans to hike season ticket prices was signed by more than 15,000 people.
The Old Gold have started their Premier League season with two defeats in a row, but have the chance to register their first points of the season when they travel to the City Ground this weekend.