Statement from the Nottingham Forest Supporters' Trust on Ticket Pricing and Fan Affordability

For the second year running, Nottingham Forest Supporters' Trust has undertaken a survey of members and the wider fanbase to gather views on ticket pricing across Season Cards, Memberships (Home and Away) and matchday tickets. The feedback points to many loyal Forest fans feeling they are close to the limit of what they can afford to pay to follow their club.

We had a massive response to the survey for which we are very grateful, this unprecedented level of engagement means that it is beyond question that the results accurately reflect the views of Forest fans.

Last year's Trust consultation told us clearly that many fans were already at, or very close to, their financial limit when it came to the cost of attending matches at the City Ground. The overwhelming message at that time was that only modest increases in line with inflation would be acceptable, and that further significant rises risked pricing out loyal supporters. We recognise that the club took this on board, and last season's increases aligned with fans' expectations.

Twelve months on, the latest consultation feedback suggests these concerns about costs have not eased, if anything, they feel more pressing for many supporters.

What Supporters Told Us This Year

This year's survey was our largest consultation to date, gathering feedback from members and the wider fan base, with well over 2,000 responses in total.

• Supporters responding are highly engaged: over 75% attend 15 or more home matches per season, and over 90% have held a season card for at least five seasons, underlining long term loyalty
• Value for money scores (out of 4) sit below the midpoint across all ticket and membership types, with matchday tickets rated lowest at 1.56 on average.
• Price sensitivity is high: 84.4% of the fan base said matchday ticket prices should remain frozen.
• The survey shows a shift in renewal behaviour, with affordability now the leading factor for the wider fanbase (56.7%), ahead of loyalty.

The key headlines from all fans:

• More than 80% believe matchday ticket prices should not increase
• Around two thirds of season card holders support a full price freeze
• Almost 80% of MyForest members oppose any increase at all

Last year's survey told us that loyalty was the main factor in keeping fans attending matches. However, this year shows affordability has now overtaken loyalty as the number one factor influencing whether supporters continue attending matches, with over half of the responses highlighting affordability as their primary concern.

Fans also expressed concerns about value for money:

• Season cards were rated below 2 out of 4 for value
• MyForest memberships were rated below 2 out of 4
• Matchday tickets received the lowest ratings of all

Overall, the results suggest that a significant proportion of supporters feel the current cost of attending matches is no longer aligned with the value they receive.

You have the opportunity to view the results of the survey on the next page.

What Supporters Are Saying

Alongside the quantitative data, the Trust received hundreds of written comments from supporters.

One supporter commented:

“I've supported Forest for decades, but the cost is getting harder to justify every year. Loyalty should not mean we are expected to pay more and more.”

Another highlighted the growing financial strain across a full season:

“It's not just the season card anymore. It's European games, cup matches, travel, food and everything else. The total cost of following Forest this season has been far higher than previous years.”

European ticket pricing was a common theme:

“European football should have been something everyone could enjoy, but the prices meant some fans simply couldn't attend.”

Several also expressed concern about the impact on the next generation of fans:

“If young supporters can't afford to attend now, we risk losing them forever. Football should still be accessible to families and young fans.”

Others highlighted concerns about the direction of the game more broadly:

“The atmosphere at the City Ground is built by local supporters. If ticket prices keep rising, that atmosphere will inevitably suffer.”

These comments reflect a wider concern that the cumulative cost of attending matches is becoming unsustainable for many supporters.

The Total Cost of Following Forest

This season has also brought an increase in the total cost of following Nottingham Forest.

The return of European football to the City Ground has been a proud moment for supporters, it has also placed a much greater financial burden on fans who wish to follow the club across all competitions.

Although our venture into Europe might be a rare occurrence, numerous comments expressed worries about ticket prices for European matches. Many fans pointed out how season cards, domestic cup games, and European fixtures have collectively increased their expenses. The total cost of supporting the club this season is noticeably higher than in past years.

Some also pointed to many empty seats at certain European fixtures, suggesting that prices may already be reaching levels that impact attendance.

Concessions and the Next Generation

Another strong theme emerging was concern around concessions and access for younger supporters. This is aligned to concerns that were raised in last season's survey.

Many fans highlighted what they see as a continued squeeze on youth concessions and young adult pricing, warning that this risks preventing the next generation of supporters from attending matches.

Fans repeatedly emphasised that every young fan deserves the opportunity to experience their first game at the City Ground, and that pricing structures should reflect the importance of bringing new supporters into the club.

Consultation Must Be Meaningful

Many fans commented on the consultation process itself. Engagement with supporters is essential, but consultation must be meaningful and allow sufficient time for supporters to respond.

Short consultation windows risk creating the perception that decisions have already been made rather than genuinely shaped by supporter feedback.

A Wider Issue in Football

The cost of attending matches is not unique to Nottingham Forest. The Football Supporters' Association has repeatedly warned that ticket pricing across the Premier League risks pricing out traditional match going supporters and undermining the atmosphere that makes English football unique.

Cloughie famously said:

“We feel we should have a voice in running our industry – and I mean ours, I don't mean mine. I mean ours because football belongs to everybody.”

Brian Clough

His words remain as relevant today as when they were first spoken.

Our fans have demonstrated extraordinary loyalty to Nottingham Forest through promotions, relegations and now European nights.

At the same time, we hope it is understood that loyalty does not always mean supporters can absorb further increases.

What the Trust is Asking the Club to Do

Based on the clear feedback from supporters, the Trust is asking the club to consider the following:

1. Commit to a price freezeSupporters have told us they are close to their financial limit. The Trust is asking the club to consider a price freeze.
2. Protect and strengthen concessionsWe ask the club to revisit youth and young adult concessions to help ensure the next generation of supporters can continue attending matches.
3. Review pricing for European fixtures and additional competitionsEuropean football should be accessible to the whole fanbase. The Trust asks the club to keep prices for extra competitions affordable for supporters this season and next.
4. Improve consultation with supportersSupporters should be given adequate notice, clear information and genuine opportunities to influence decisions.
5. Work with supporter groups on long term ticketing strategyWith the potential expansion of the City Ground to 52,000 seats, the Trust believes now is the time to develop a long term ticketing strategy that ensures accessibility while protecting the atmosphere that defines Forest.

Football clubs are strongest when they work with their supporters.