Ipswich Town cut match day ticket prices and continue drive to lower average age of fans

Ipswich Town fans pictured at the home game against Aston Villa last season. Photo: Steve Waller

Ipswich Town fans pictured at the home game against Aston Villa last season. Photo: Steve Waller - Credit: Picture: Steve Waller

Ipswich Town have cut their match day ticket prices for 2017/18 in response to poor season ticket sales and continued their drive to lower the average age of their supporters.

The combination of some forgettable fare at Portman Road, a lowest league finish in 58 years, the decision to raise adult season ticket prices by 1.5% and change senior concessions from over-60s to over-65s has seen a decrease of around 2,000 season ticket sales this summer.

With that guaranteed revenue stream set to take a hit of around £1m, and the base level of fans dropping to around 10,000, the club is attempting to make on-the-day attendance more appealing for those who pick and choose their games.

A surcharge for those who buy on the day has been scrapped, while there is a further £2.50 drop in price. It means an adult who decides to go to the day on the game will pay £25 for a seat in the lower tiers rather than £30.

Town managing director Ian Milne has said that he hopes news of some ‘decent’ signings would tempt stayaway fans back, with the Blues understood to be closing in on a deal close to £1m for Rangers striker Joe Garner (see inside).

As with season tickets, the junior concession bands have been re-categorised – under-16s broadened to under-19s, with under-20s extended to under-23s.

The former can attend on the day for as little as £8 and the latter £15, with an under-12 in the family area able to get in on the day for £3.

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This is the first time that owner Marcus Evans has reduced ticket prices, be it season or match day, during his near 10 years in charge of Town.

It’s understood the club are also set to announce some more flexible game bundles – currently restricted to six or 12 match packages – and that they are also in discussions with Championship clubs about the potential for reciprocal away ticket price caps.

“Season tickets still remain the best value for money (with adults paying from £18.40 per game), but we want to provide fans with some more flexible options to fit in with their lifestyles,” said Milne.

“As an industry we’ve got to get more young people back watching live football because the average age, across the board, is 41 at the moment. The fanzone has been really successful and we want to improve on that further so that coming to Portman Road is an all-day experience.”