Everton’s ongoing commitment to affordable football has resulted in a significant increase in Season Ticket retention by young supporters aged between 22 and 24 years old, as well as a total number of Season Ticket holders 24 years old and younger that equates to 28 per cent of all Season Ticket holders at Goodison.
The BBC Price of Football survey highlighted the cost of football for young people in particular, with 55 per cent of fans polled in the 18 to 24-year-old demographic saying they had stopped going to games completely or go to fewer games because of pricing.
Four in five (82 per cent) said the cost of tickets was an obstacle to them going to more matches.
This challenge for young adults was identified early by the Blues and for this season a new Young Adult pricing category for supporters aged between 22 and 24 years old was introduced, with tickets priced at £380, equivalent to £20 per game.
This resulted in an increase in Season Ticket retention for supporters in this age group to 90 per cent from a five-year average of 74 per cent.
The Price of Football survey indicated that in the Premier League overall young adult fans bought 4 per cent of all Season Tickets this year. At Everton that figure has been doubled.
The Blues have 2,674 Season Ticket holders aged between 18 and 24 years old and 8,649 Season Ticket holders aged 24 years old and younger - equating to 28 per cent of the total number of Season Ticket holders.
“All of us at Everton see ourselves as custodians and helping to create the right circumstances and culture for the next generation of fans and the next custodians is integral to everything we do as a Club,” said Everton CEO Robert Elstone.
“Our current pricing structure, we feel confident, represents great value for money. It also holds up well in comparison to our rivals. Most significantly, it makes football at Goodison affordable for young adults and for young fans overall, so that the next generation of Everton fans are watching games and supporting the team and in this area I’m really pleased with the progress we continue to make.”
Overall, Season Ticket prices have remained at the same level or have been reduced since the 2016/17 season when prices were significantly reduced from the 2015/16 season.
In this period the number of Season Ticket holders has increased by 17 per cent from 26,723 in 2015/16 to 31,300 for the 2017/18 season.
All 2017/18 Season Ticket prices were capped in line with the Premier League away ticket cap, ensuring that no home fan will pay more than £30 per game.
Everton’s cheapest adult Season Ticket is £420, equating to £22 per home game.
The most expensive ticket is £565, which equates to just under £30 per game.
Season Ticket prices for Under 11s remained at £95 for the 2017/18 season, equivalent to £5 a game. Therefore, if purchased seasonally, there is a maximum price of £35 per game for a parent and child attending a home game.
New 12-month and 11-month Direct Debit payment options were introduced for existing Season Ticket holders to help increase affordability, giving supporters the chance to spread payments throughout the year. Just under 4,000 existing Season Ticket holders moved on to a Direct Debit pricing option for 2017/18. In total, more than 10,000 supporters now choose to pay for their Season Ticket in this way.