Liverpool CEO defends ticket price rises ahead of planned protests at Anfield

Liverpool CEO Billy ‌Hogan wrote a letter to season ticket holders on Friday, urging the club’s supporters to base planned protests over ticket price increases «on the facts» as fans prepare to demonstrate at Anfield.

Liverpool had announced last month that it would increase general admission ticket prices for the next three seasons – a decision that has not gone down well with fans who plan to protest when it hosts Fulham in the Premier League on Saturday.

Hogan said the club “respects supporters’ right to protest” but defended the decision due to an 85% increase in matchday operating costs over the past decade.

“We would also ask ourselves one thing in the coming days and weeks: that every protest and every debate is based on the facts – what is changing, why it is changing, and what it means in real terms,” Hogan wrote in the letter, as reported by British media.

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Hogan also said energy costs have risen 107% in the past four years, while business rates have risen 286% in the same period.

‘UNCONTROLLABLE COSTS’

“Over the past decade, we have increased ticket prices by only 4% to minimize the increase in ticket prices,” he added.

“Against that background, we believe that linking any increases to inflation, confirmed as a 3% increase for the 2026/2027 season, is the fairest and most transparent way to try to cover some of those out-of-control costs.”

In 2016, around 10,000 supporters headed for the exit during a Premier League match to protest a proposal to significantly increase ticket prices, after which the club’s American owners succumbed to pressure and pulled out.

Liverpool spent around 450 million pounds ($605.30 million) on new players in last year’s close season, but the defending champions are fifth in the standings with seven games remaining.

Hogan said the club had no choice but to raise prices, citing competitors’ pricing policies.

“We also operate in a league where other clubs have increased prices significantly over the past decade,” said Hogan.

“Since 2016/2017, our top six competitors have increased ticket prices by an average of 17%, while we have increased our prices by 4% over the same period.

“No decision has been made beyond this three-year approach and we will continue to work meaningfully with our Supporters Board before then.”

Reuters has contacted Liverpool for comment.

Published on April 10, 2026