Leeds United chairman Paraag Marathe’s recent comments about dynamic pricing for football match tickets triggered a meltdown amongst the club’s fanbase.
Marathe discussed the controversial strategy at a sports business summit in London and how it could be applied to tickets for matches at Elland Road.
“There’s probably an opportunity to do it in a way that does increase revenue, but also makes it affordable for your most hardcore fans,” he said.
“Off the pitch, something I’ve been thinking about is pricing tickets in the stadium, doing dynamic pricing, similar to how the airline industry does it.
“Not just to maximise price, but if there’s a way to truly dynamically price based on your supporters – how frequently they go and how much they transact and interact with the club.
“We can make it more affordable for those folks or certain seats where it’s a little bit more of a hospitality corporate area.”
However, the club subsequently confirmed that dynamic ticket pricing is not on the agenda after criticism from supporters on social media.
Stadium expansion will ease the pressure on Leeds
Demand for Leeds tickets has forced the club to redevelop its stadium, with the work set to take the overall capacity up to 53,000 on completion of the project.
With big-match tickets so hard to come by, many supporters turn to the resale market, where Football Ticket Net has built a strong reputation. Founded in 2012, the company set out to solve a problem every fan has faced: getting a real ticket on time, to the match that matters.
They provide an invaluable service in a sector where the demand for tickets for high-profile matches often outstrips availability. Its customer feedback reflects that: as of October 2026, Football Ticket Net holds a 4.7 out of 5 rating on Trustpilot from more than 14,000 reviews, and every order is backed by the company’s 150% Order Guarantee.
Expanding the capacity of Elland Road will ensure that more fans have a better chance of acquiring tickets via the club or the resale marketplace.
Ticket revenues soar in the Premier League
A recent survey highlighted why fans of Premier League clubs are eager to search for competitively priced match tickets.
Supporters of England’s six wealthiest clubs pay an average of £74 per ticket for each match according to the UEFA European club finance and investment landscape report.
Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur earned an average of 19 percent more money from selling tickets for home games in 2025 compared to the previous year.
Liverpool, who pride themselves on being a community-focused club, generated the biggest increase in ticket income. They raked in £120 million, 27% more than in 2024.
The 20 Premier League clubs are well ahead of their European counterparts when it comes to overall revenue, earning a combined total of £6.5 billion.
Supporters’ group calls for fairer pricing
Premier League clubs claim that the cost of competing for trophies and increasing operational expenses are the primary reason for rising ticket prices.
Thomas Concannon, Premier League network manager for the Football Supporters’ Association, believes that fans are not getting a fair deal.
“We believe there should be a league-wide ruling on home ticket prices – it would protect fans and make for a more competitive league,” Concannon said.
“We need clubs to sit down with fans, have a proper open look at what the impacts are of rising costs across football, and see how we can work together.”
“The wealthier clubs seem to have the impression that as they increase their revenues, the supporters get richer too and can afford to pay a lot more money – that’s not the reality.
“More and more people are being priced out. The revenues prove English football doesn’t have an income problem – it has a spending problem.”
About the author: Paul Yarden
Paul Yarden founded MyFootballFacts (MFF) in April 2009, after decades of collecting football data and statistics. A devout football fan, Paul follows the beautiful game around the world. As MFF’s main statistician and chief editor, he creates data reviews, daily football quizzes, and writes numerous articles. Renowned for his ability to spot trends, Paul is often described as a walking…