According to Liverpool’s official website, the club has launched a comprehensive ticket investigation to listen to the voices of fans. Liverpool Football Club has launched a comprehensive investigation to ensure fans have a real say in shaping the c...
According to Liverpool’s official website, the club has launched a comprehensive ticket investigation to listen to the voices of fans. Liverpool Football Club has launched a comprehensive investigation to ensure fans have a real say in shaping the club's future ticketing policy.
As part of the club's ongoing ticketing review, the survey will be sent to half a million fans to ensure fans are at the heart of future ticketing policy decisions and that their collective voice is heard. This investigation forms an important part of Liverpool FC's ongoing ticketing review.
Previously, the club has developed ticketing principles, conducted surveys, engaged with fan focus groups and worked closely with the supporters committee to understand fans’ views on the current ticketing method and the challenges they face. As part of the review, a number of preliminary changes have been introduced ahead of the 2025-26 season to improve the fan ticket buying experience and address ticket abuse.
To date, the review found that ticket acquisition is the topic of greatest concern to fans. The survey will gather fans’ opinions on this topic to inform further changes and improvements the club may make. The review also revealed complexities and inconsistencies in the club's existing ticketing methods which it is hoped will be addressed through this process.
Liverpool FC have identified a number of potential policy proposals and the results of this survey, detailed data modeling and discussions with the Supporters Council will inform decisions on any potential changes. The club stresses that no policy decisions have been made at this time and the club is committed to engaging fans throughout the process, which reflects the club's ongoing commitment to transparent, inclusive and data-driven policy development.
Some of the policy areas being explored include:
- Multi-year loyalty system, for example points can be valid across multiple seasons
- Points will only be awarded for tickets purchased through club channels, such as club sales or ticket exchanges, rather than through ticket forwarding
- Introducing a home ticket exchange mechanism for cup competitions
- Protecting tickets for fans who fail to meet ticket acquisition thresholds.
For example, reduce the number of guaranteed games for fans with more than 13 points, set up a dedicated cup home ticket pool for fans who have not joined the automatic cup program, or conduct a lottery for some tickets for certain away games.
- Protect tickets for “priority groups” such as local residents and young people, for example by creating dedicated local young adult areas or providing priority for local young people. The ticket survey will be emailed to a wide range of fans today, including current and lapsed Liverpool Official Members and season ticket holders. Liverpool FC understands that future changes to ticketing will directly impact fans, with ticketing being one of the most important aspects of the club for many supporters.
Fans should be aware that not all areas covered in the survey may need to change, and inclusion in the survey does not mean that every area will change, but rather ensures that clubs have a comprehensive understanding of supporter sentiment so that they can make informed and impactful ticketing decisions. Any changes made based on the findings may be phased in over a number of seasons rather than taking effect immediately to minimize disruption to supporters and ensure a smooth transition to the new policy.
There are many key factors in the successful implementation of any ticketing changes and the club is investing in improved technology to ensure any potential changes are accompanied by an enhanced supporter experience and greater protection against abuse.
Phil Dutton, Vice President of Ticketing and Hospitality at Liverpool FC, said: "Fans' views and experiences will have a direct impact on our ticketing policy over the coming years. We know ticketing is a sensitive topic, but by working closely with the Supporters Council and listening to our fan base, we can ensure that any changes we make are well thought out and focused on meeting the needs of our supporters. We thank our fans for their continued enthusiasm and support and look forward to receiving their valuable feedback through this survey to shape the future of ticketing."
