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Footy fans cut back on games

Football fans cut back during crunch

By Becca Talbot becca.talbot@consumerchoices.co.uk

More than one in four footy fans will cut back on the number of games they go to this season, as the UK’s economic slowdown reaches the world of sport, according to research from Virgin Money.

Virgin Money’s Football Fans’ Inflation Index, which has been tracking the costs of being a supporter since January 2006, shows costs have risen by 21% over the last three months alone, taking the cost of a match day for an individual to a staggering £106.21 - the first time the index has broken the £100 barrier. Since the index began costs have increased by more than 36%.

And the economic pressure put on the fans is forcing them to give up on going to as many games this season, with 26% saying they will have to cut back. The cutbacks are hitting regular fans who go to between 11 and 20 matches a season as much as casual supporters, while even season ticket holders, who’ve already paid out, are planning to reduce the number of games they go to.

The research, conducted using 3,800 football fans in the Premiership and Football League, is worrying for all clubs, but those most at risk are West Ham where 43% said they will go to fewer games this season, Newcastle with 39%, and Liverpool, Wigan and newly-promoted West Brom at 38%.

Clubs which have the least to worry about include Arsenal, Blackburn, newly-promoted Stoke and Bolton. However, even they face up to one in five fans cutting down.

Virgin Money’s Scott Mowbray said: “Football often seems immune to the real world existing on its own Planet Football where there is always money for player transfers and salaries and the cash keeps on flowing from TV and sponsorship deals.

“However fans do have to live in the real world and the past year has seen severe pressure on people’s finances from rising mortgage costs, fuel prices and food bills. But with merchandise and rail fares also on the rise something has to give and obviously keeping a roof over your head and keeping your house warm outranks going to football matches.”

At the launch of the index in January 2006, the match day basket of goods, which included a gallon of petrol, a pint of lager, a bacon roll, a train fare, a match ticket, a replica shirt, pay-per-view cost and a match programme cost £77.95. However the most recent analysis puts the cost at £106.21 - a rise of £28.26. An increase in the cost of replica shirts, petrol, match tickets and rail fares are primarily the cause of the extra expenditure facing fans.

Chris Eagle, commercial manager at CreditChoices.co.uk said: “This is very worrying for the football industry, although hardly surprising. Leisure activities are always likely to be at high risk in a period of economic downturn. We should all be saving, rather than spending.”

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