Billy Hogan sends email to Liverpool fans as protests set to begin on Saturday vs Fulham

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The FSG executive has outlined why Liverpool has opted to increase ticket prices over the next three years despite how unpopular that decision is with match-going fans.Liverpool CEO Billy Hogan has explained why the club has opted to increase ticket pricesFenway Sports Group (FSG) CEO Billy Hogan has explained the reasons behind Liverpool’s controversial ticket price increases, which have prompted a backlash from fans.Supporters’ group Spirit of Shankley announced this week that protests will begin at Liverpool games, starting with this weekend’s home match against Fulham, while it also called on fans to avoid spending money inside Anfield.That was in response to the announcement that ticket prices will rise in line with inflation over the coming three years. For season-ticket holders, next campaign’s prices will rise between £1.13 and £1.42 ($1.52-1.91) per game, and that figure is between £1.25 and £1.75 ($1.66-2.32) per match for general admission tickets.READ MORE: Every word Arne Slot said on FSG stance, Alexander Isak, and Liverpool injuriesREAD MORE: Liverpool fan group call for action over ticket price increases as FSG sent stark warningHowever, with supporters’ groups outlining that no rise in ticket prices was acceptable, protests have become a prominent talking point this week, and will continue to do so.

Supporters’ group Spion Kop 1906 even plans to remove the famous flags and banners from the Kop on Saturday.In response, Hogan has emailed all club members to justify and explain the increases, stating he wants any protests to be “grounded in facts”.“Like households and businesses across the country, everyone is feeling cost of living pressures — and the club is not immune to those cost rises either,” wrote Hogan.“Our matchday operating costs at Anfield have risen significantly in recent years - up 85% including Anfield Road (or 57% excluding Anfield Road) over the past decade, with utility costs up 107% over just the past four years and business rates up 286% in that same period.Liverpool supporters groups have announced plans to protest against the club's ticket price increases(Image: Getty Images)“Over the last decade, we have increased ticket prices by just 4% to keep any rise in ticket prices to a minimum.“Against that backdrop, we believe linking any increases to inflation, confirmed as a 3% rise for the 2026/27 season, is the fairest and most transparent way to attempt to cover some of those uncontrollable costs.“We also want to give supporters clarity and predictability over time, rather than sudden or unexpected annual changes.”Hogan continued that the increased investment will allow Liverpool to remain competitive, while highlighting that any rises are in line with inflation, with a maximum increase of five percent per year.Hogan has attempted to justify Liverpool's ticket price increases(Image: Getty Images)FSG also agreed a freeze on junior, senior and local tickets, while the email highlighted ticket price increases have been significantly smaller than at rival clubs.“We have frozen general admission season ticket prices in eight of the last ten seasons. Today’s cheapest Kop match ticket price is the same price now as it was 15 years ago, despite cumulative inflation across the UK economy of around 45% in that period,” wrote Hogan.“We are also operating in a league where other clubs have increased prices at a materially higher rate over the past decade.

Since 2016/17, our competitors in the top six have increased ticket prices by an average of 17%, where we have increased our prices by 4% over the same period.”It remains to be seen what impact, if any, Hogan’s words will have. A large swath of Liverpool’s fanbase will be opposed to any price rises, given the minimal impact it has on the club’s overall revenue, while there is a growing disconnect between those local supporters and the powers that be across the Atlantic following several unpopular decisions over recent years.