Saints have announced a very small increase in season ticket prices, but given the issues at the end of last season and the actual gain to be made from these increases, the question is whether this is actually a decision that will backfire on them.

In the article last week Saints-need-to-make-significant-gesture-to-encourage-the-fans-to-stick-with-them I suggested that with the disillusionment within a section of the Southampton fanbase after the mistakes of the Spygate issue, that before they asked the fans for more money, that they should consider giving something back to the supporters.

It seems that no one within the club read this article or took any notice of it if they did, as with the announcement today of an increase in prices for next season, the amount is so small that it is insignificant, however it is not the increase but the fact that they had the gall to ask for anything at all.

As quoted on the Club official website it amounts to around £1.23 a game on average, over 23 games that is £28.29 per season.

Yes on the face of it that is miniscule, but it should be noted that it is still above inflation, it isn't the amount that matters, it is the fact that they did it, in simple terms a lot of negative vibes for very little financial gain.

If we assume we have around 20,000 season ticket holders and all renew, then it would give us extra revenue of £566 k, that isn't going to go far in the transfer window.

The real worry here is the damage that it could do, at this moment in time a sizable chunk of the fanbase is considering their options next season, but it is not about money, it is about the club making a gesture and this one says give us more sash.

Whoever thought this up either in the ticket office or the marketing department was not showing much empathy or even awareness of what is going on at the moment.

The club needed to do something that encourages the supporters to rally around the flag and create a siege mentality.

Indeed the increase is so small that it feels an insult more than anything.

If 2,000 fans turn round and don't renew their tickets because of this, then the increase has actually cost us money not gained us any.

Im the aforementioned article above I suggested several ways in which the club could have softened the blow for the fans, truth is that all they seem to have done extra from last season is sending out 2 £10 off vouchers to be spent in the club shop, one in July and one in February.

All the other benefits seem to have been in place last season.

The statement below reads

"This year’s adjustment reflects the ongoing balance between affordability for supporters and the financial realities of running the club. We have taken deliberate steps to try and protect renewal prices from rises as much as possible, meaning that the average adult renewal will save £40 versus a new Season Ticket purchaser and will save £208 or 34% against match-by-match pricing."

All well and good, I can appreciate that the club needs to be sustainable, but £1.23 per game isn't going to change that.

What will change that is taking the 20,000 hard core season ticket holders and using that as a base to build, we should be looking at ways of getting people to come more regularly.

When we were in the Championship in 2023/24 the average attendance was 30,440, last season it was 28,520, it doesn't take much, that is 1,920 down, we should be looking to encourage them to be season ticket holders and make up the shortfalls in financial sustainability , not discourage those that are already doing their bit.

The final statement on the club's season ticket announcement perhaps sticks in the throat the most.

"Your backing continues to play a vital role in driving the club forward. We remain committed to delivering the best possible experience for our supporters and look forward to building on the fantastic St Mary’s atmosphere next season."

Yes Phil Parsons & the others responsible for marketing and ticket prices etc, WE the supporters certainly did our bit last last season, we turned up in numbers, yet you insult us by making us pay for mistakes made by yourselves and others, not just last season but it seems going forward into this one.

As I said at the start, it is not the £1.23 per game increase that sticks in the throat here, it is the total lack of thought behind it and a total indifference to the long suffering supporter base here.

Football is all about boom and bust, when things haven't gone well on the pitch, you have to work harder to keep those that are still going, keeping coming week in week out.

All Photos Via Reuters