FAB Statement: Season Ticket and General Admission Pricing
25th July 2026
Following the announcement of West Ham United's ticket prices for the forthcoming season, the Fan Advisory Board (FAB) would like to provide supporters with some insight into the work that took place behind the scenes.
Over recent months, the FAB and the FAB Ticketing Working Group have devoted a significant amount of time to analysing pricing, modelling different scenarios and negotiating directly with the Club on behalf of supporters. Our objective was straightforward: to secure the best possible outcome for supporters while recognising the Club's need to achieve its commercial objectives.
Rather than simply responding to proposals put forward by the Club, the FAB developed its own evidence-based pricing model. We demonstrated that, by setting season ticket prices at the right level and clearly showing supporters the financial saving available within each individual price band, the Club could achieve two important outcomes simultaneously:
Exceed its season ticket sales targets.
Meet, and potentially surpass, its revenue objectives.
The principle was simple. Fair pricing encourages renewals. Clear communication builds confidence. Together, they generate greater demand and stronger long-term supporter loyalty. Throughout the process, the Club challenged our assumptions, while we challenged theirs. That constructive dialogue ultimately led to meaningful changes to both season ticket and general admission pricing. While the final decisions always rest with the Club, we believe the outcome demonstrates the value of genuine supporter engagement. The negotiations were detailed, robust and, at times, challenging, but they remained focused on finding solutions that worked for both supporters and the Club.
The FAB's role is not to oppose every proposal, nor to endorse every decision. Our responsibility is to represent supporters' interests, present evidence, challenge where necessary and help the Club make better-informed decisions. We believe this process has shown what can be achieved when supporter representatives are listened to and when discussions are based on evidence rather than assumption and is further evidence of a new approach from the Club, which the FAB welcomes. We feel that the Club are now genuinely consulting with the FAB before they make decisions.
We would like to thank everyone who shared their views with us throughout the process. Your feedback helped shape the proposals we put forward and strengthened the case we made on behalf of supporters. There will always be areas where supporters would like the Club to go further, and the FAB will continue to press for improvements. However, on this occasion we believe the extensive work undertaken by the FAB and the Ticketing Working Group has contributed to a positive outcome for supporters and the Club alike.
We remain committed to ensuring that West Ham United continues to be a club that is accessible, affordable and welcoming for as many supporters as possible, while helping the Club build a sustainable future both on and off the pitch.