Arsenal To Lower Ticket Prices By Expanding Their Global Brand?

By on February 11, 2011

arsenal news

Morning Gooners, I’ve had a few days to go over what exactly happened at St. James Park last Saturday, and I came to 1 conclusion : Phil Dowd is a fat c***.

Last night I was surfing through the ever faithful Arsenal.com when I came across the video about the British government interfering with the premier league to ensure that clubs are stable. You can check out the link here : http://www.arsenal.com/news/news-archive/free-video-mps-visit

Now this is really good news for us Gooners, as now clubs shall be penalised for…well, let me put it this way : “Wrong dealings.” But there was 1 segment in the interview which did concern me. Ivan Gazidis did mention that the Emirates Stadium ticket prices are seriously high, and we all know it. In fact here’s the list : (Season tickets)

Arsenal –         Cheapest     £893     Most Expensive     £1825
Liverpool –      Cheapest     £680     Most Expensive     £785
Tottenham –    Cheapest     £650     Most Expensive     £1175
West Ham –     Cheapest     £585     Most Expensive     £830
Chelsea –          Cheapest     £550     Most Expensive     £1210

Now I should not be complaining as I will not be going to the Emirates anytime soon (well at least not to see a match ), but the issue which I am talking about here is the brand name ‘Arsenal.’

As we know the two clubs who have the largest following are: Manchester United and Liverpool. Now when the financial fair play Uefa enforces come into play. These 2 clubs will be affected, but their brand value is something which might just save their *s*.

Gazidis has explained that Arsenal should be expanded as a global brand. If this happens revenues can be increases from that section as well. Already half the revenue comes from the stadium and that because of the damn ticket prices.

Furthermore, the guy also did mention that because of such ‘prices’ the young or rookie fans (who shout !) are discouraged to watch the matches at the Grove. I for one would love to see any Arsenal match at the Emirates, but when I heard about the price of the tickets, it did cause me to think twice. After all its not Arsenal only who wish to have a stable and financial life-span is it ?

Basically what the club is doing, which of course I cannot blame them for is to increase the ticket prices to compensate for the loss in brand value. Recently I read in a Liverpool forum that a Kopite or whatever they call themselves pays 60 pounds a year to post on the internet/forum. Now if there are million Kopites, there you go : We have ourselves Arsenal’s asking price for Cesc Fabregas, don’t we ?

Expanding Arsenal as a global brand is extremely important to ensure when the financial rule comes into play, we can make full use of it. It’s not that we are in a bad position when the rule gets enforced, it’s just that we may not be able to use it to its full advantage.

Once the brand value (which takes a lot of time ) expands, and more sales are made via merchandise etc, revenue shall increase, enabling the common Gooner to visit the Grove too. After all it is the dream of every Gooner isn’t it ?

The Club is already managed from two perspectives – “Football and Business”. And to be frank, it has been done really well. As far as branding is concerned, it’s not that we are a new brand plunged into the footballing world, it’s just that we need to be noticed more. How can we do it, well, lets ask Ivan, maybe he knows…..

Guns-out,

THE ARMOURY

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9 Comments

  1. Ian

    February 11, 2011 at 10:53 am

    Can I just add that the West Ham ticket prices do not include any cup matches, they have to be purchased as extra – thought that was worth pointing out as Arsenals include up to 7 cup matches.

  2. RayB

    February 11, 2011 at 10:53 am

    Nice article. My wife and I have been season tickets holders for twenty years, and now we are retired the prices are more than we can really afford. But such is our love of the club that we will go on paying them until it becomes finacially impossible for us.
    That said we should be careful before we simply compare season ticket prices. Arsenal’s season ticket buys entrance to 26 games, the 19 Premiership games and the first 7 Champions League and FA Cup games, when I last checked sperz and Chelsea’s bought entrance only to the 19 Premiership games and the rest had to be paid for separately.
    Arsenal deserve to be a global brand, but we have already the fifth highest turnover of all clubs worlwide, but as you say a lot of this (but not all) will be because of those ticket prices.

  3. aceman

    February 11, 2011 at 11:20 am

    Club can only become global brand by buying marquee players and winning trophies to generate publicity and thus entice new fans. Fact is all young and new fans, especially abroad want to be associated with winners!

    Message is simple for Gazidis…create a winning brand!

  4. Gooner92

    February 11, 2011 at 11:51 am

    How is lowering the ticket prices going to help revenue! The people that go to the stadium now are filling it so if the tickets go lower the same people will go just for cheaper! I think arsenal should have made the groove bigger then Lower the prices which would mean the younger people would come to games and the club will still be making more money on tickets! And with this ryo myiachi we will get fans in japan there’s even more money! Does anyone know if the emirates can be expanded in the future?

    • RayB

      February 11, 2011 at 11:57 am

      The word is that the Grove can’t be expanded without almost total rebuilding.

  5. samuel

    February 11, 2011 at 11:55 am

    What,s with the foul language mate and who wants to watch boring Liverpool or? rubbish Chelsea with diving Drogba ,week in and out,so you pay for what you get ,thrilling entertainment Arsenal style ,that,s life,plenty choices so little time ?

  6. Gooner92

    February 11, 2011 at 12:09 pm

    DKD can u tell me if the groove can be expanded or not?

    • RayB

      February 11, 2011 at 1:41 pm

      As I said before, the Grove cannot be expanded without almost total rebuilding of the stadium. The word for this came from the club itself firstly from the literature issued at the time of building and then by Charlie George on a stadium tour and again as an answer at one of the question/answer sessions at an open day. So, no there will be no expansion in our lifetime.

  7. dv

    February 11, 2011 at 12:56 pm

    first of all, building a bigger stadium doesn’t translate to lower ticket prices. there are costs associated with the size which may even make it more expensive. 2nd arsenal can charge a higher price for their tickets in the same way a new house demands a higher price than a similar old house. pricing isn’t purely determined by what want to charge. the fact that 60000 people pay top money to watch arsenal is because that is the price point at which they generate the most revenues. it’s simple economics. the fact that people are willing to pay that much means their less sensitive to ticket prices. Ivans point about wanting to lower ticket prices isn’t out of concerns for increasing rvenues (they get more money at these prices) but giving youth a chance to watch games. he wants global branding to drive merchandising revenues so that arsenal doesn’t get hurt by the eventual aging of the stadium and lower gate revenues as a result. ticket prices are NOT high to make up for lack of branding. also, see the amount of games on offer to make better comparison across league

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