Leeds United’s loyal away following has always been a source of pride for the club. However, it has also come at a cost for the fans. In the past, they have often been charged higher ticket prices by home teams looking to profit from the larger-than-usual away attendance. To address this issue, Leeds introduced reciprocal pricing, a policy where they agreed on ticket prices with rival clubs at the start of the season and mirrored them for both league games. This ensured that Leeds fans were not being overcharged.
Unfortunately, not all clubs were willing to cooperate with this policy. As Leeds prepares for their return to the Premier League, they have decided to ditch reciprocal pricing and instead cap all adult away tickets at Elland Road at £30, in line with Premier League rules. This move aims to bring fairness to ticket prices for Leeds fans, regardless of the opponent. It remains to be seen if other clubs will follow suit.
Alongside this change, Leeds has also made amendments to the system for allocating away tickets. Previously, fans who attended 80% of away matches from 2015 to 2020 were classified as ‘super away attendees’ and had the guaranteed option to buy away tickets on a match-by-match basis. However, this classification has been removed, and from the upcoming season, these fans will have to buy an away season ticket to maintain their guaranteed access to away games.
This change has sparked a lot of discussion among fans, with many expressing their concerns about the timing and cost implications. Alex License, a lifelong Leeds fan, shared his thoughts on social media, highlighting the financial burden that this change places on fans. He also emphasized the commitment and dedication required to attend so many away games over the years.
Leeds’ decision to remove the ‘super away attendee’ status has both positive and negative implications. On the one hand, it allows more fans who were not previously classified as ‘super away attendees’ to have a chance at securing away tickets. On the other hand, it raises concerns about the clarity of associated costs and the communication of these changes.
The cost of away season tickets is calculated based on estimates of what each Championship club will charge Leeds fans for an away ticket. In the previous season, individual ticket prices for all away games totaled £669, and fans were charged £825 for the away season ticket. If the cost of purchasing away tickets individually exceeds the price of the away season ticket, fans are not charged the excess. However, there were discrepancies in the calculations, resulting in a refund for some fans.
Leeds United Supporters’ Trust (LUST) has been in dialogue with the club regarding these changes. They welcome the new £30 price cap on visiting fans at Elland Road but express disappointment over the price increase for home fans in the same stand. LUST is pushing for more transparency regarding the administration charges on away season tickets and emphasizes the importance of communicating future changes well in advance.
Overall, Leeds United’s decision to cap away ticket prices and make amendments to the system for allocating away tickets demonstrates their commitment to fairness and transparency for their loyal away following. However, there are still concerns among fans regarding the costs and communication of these changes. It is crucial for the club to address these concerns and ensure that fans are not faced with unexpected financial burdens or uncertainty in the future.