Liverpool to consider fans' views over ticket pricing
Liverpool will consult with supporters before formulating a long-term ticket pricing strategy ahead of the 2018-19 season.
The club held a fans forum earlier this month where a range of issues were discussed relating to ticket prices.
Liverpool managing director and chief commercial officer Billy Hogan stressed input from the forum would be considered before the budget and ticket prices are set for next season.
The forum members revealed their aim was to see a reduction in prices, with preference in favour of young, local supporters.
Hogan said: "Ticket pricing impacts overall club revenue and our goal on the commercial side is to drive as much revenue as possible in order to provide the resources for Jurgen Klopp and Michael Edwards to reinvest in the football side.
"This is all geared towards winning, which is what everyone wants.
"The reality at Liverpool is that demand for tickets exceeds supply. That creates its own question of how we should price tickets but we have never gone down that route.
"We have tried to strike a balance, looking at what people can afford to pay at the lower end and what people can afford to pay at the higher end.
"But we also want to compete and, in the case of this forum, I think that means looking at ways that we can collaboratively drive revenue while also addressing some of the issues that we are all aware of."
Hogan, though, suggested a scenario to reduce revenue for lower ticket prices was not on the table, adding: "At some point, there has to be more revenue from ticketing, however that comes.
"The price of everything in football is going up so we have to look at all areas of revenue to continue to compete, but in case of ticketing the goal is to work together with this group collaboratively to find ways to address the issue and any increase does not necessarily need to come from general admission tickets."