Everton fans would forget all about the price rises if they beat Liverpool at the Hill Dickinson Stadium on Sunday. That is the verdict of former CEO Keith Wyness, who admits the increases were “unnecessary” but believes the Friedkin Group will get away with them anyway.
The new stadium is magnificent. A 52,769 capacity fortress. Built at a cost of around £800m. Opened in February 2025. But magnificence comes at a price.
And Everton fans are paying it.
‘A pretty big increase’
Speaking exclusively to Goodison News, Wyness broke down the numbers.
“The biggest one that made me think twice was that if you’re going to pay over 12 months, and a lot of people will have to pay over 12 months because it’s a big chunk now, the season ticket,” he said.
“They’ve charged you now, got up from £30, I think, to £69, which is a pretty big increase. And of course, if you’re paying over 12 months, you’re already strapped for cash.
“I didn’t really see the need for that sort of increase.”
Wyness estimates the overall increase at about £2 per game. “Probably livable,” he admits. But the optics are not great.
‘They’ll get away with it’
Here is the thing. Everton’s turnover is nearly £200m. The new stadium will push that even higher. The Friedkins did not need to hike prices. They chose to.
But Wyness believes the fanbase will swallow it, especially if the team keeps winning.
“Overall, I think they’ll get away with it,” he said. “There isn’t as much animosity towards this as there is certainly at the Liverpool side of things.
“And I think if they win the derby on Sunday, then I think all the fans will be happy, and they’ll be there next season.”
Context matters
Everton are no longer fighting relegation. David Moyes has transformed them into European contenders. The football is better. The results are better. The mood is better.
That makes price rises easier to stomach.
Wyness also notes that nearly every Premier League club is doing the same thing right now. Inflation. Demand. The business of football. It is not unique to Everton.
The bottom line
Everton fans will pack out the Hill Dickinson Stadium regardless. That is the nature of loyalty. And the Friedkins know it.
The increases were unnecessary. Wyness said it himself. But they will get away with them.
Beat Liverpool on Sunday, and no one will be talking about ticket prices anyway. They will be talking about Europe. About derby glory. About a club on the rise.
And that, ultimately, is worth far more than £69.
