Ex-CEO: Wolves should match Aston Villa's Championship pricing plan - 'it worked for us'

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Mon 23 March 2026 7:00, UK Wolverhampton Wanderers should not have cut season ticket prices by as much as 25% just because they will be playing in the Championship next season.That is according to ex-Everton, Aston Villa, and Aberdeen chief executive Keith Wyness, speaking exclusively to Football Insider, who believes the decision “smacks of inexperience.”Reductions in general admission pricing is also expected when the club officially announces prices in due course.Wolves fans have had little to cheer about at Molineux this season, with the club sat bottom of the Premier League table with just 17 points from 31 games.Relegation to the Championship is all but confirmed, and Wolves will be hoping to entice a full Molineux crowd to get behind their ambitions to return to the Premier League at the first time of asking.Matchday revenue ‘crucial’ in ChampionshipEverton’s former chief Keith Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – believes Wolves should have been more “creative” with their pricing strategy. MORE FOOTBALL INSIDER STORIES Speaking on the new edition of Football Insider‘s Inside Track podcast, Wyness thinks supporters will still turn up to watch the team if they’re winning.Turnover£177.7mNet Loss£14.3mMatchday Revenue£16.2mCommercial Revenue£28.8mWolves’ latest financial account figures.He told Football Insider‘s Inside Track podcast: “For Wolves, you’ll find as you go down to the Championship, match day revenue becomes absolutely crucial because it becomes a bigger percentage of your revenue compared to broadcasting, obviously, which is going to drop considerably.

And I think that saying 25% is perhaps a little bit too far, and I think being more creative and more flexible would have been the way to go. “I think I’d rather have done it in a different way as we did at Villa, and it worked at Villa.

I know he’s trying to make a statement to the fans, but believe me, winning football games is what it’s all about. And if you start winning in the championship, the fans will come.”Wolves reluctant to agree Nasser Djiga saleSources have told Football Insider that Wolves will want Rangers to pay a sizeable fee to sign Nasser Djiga on a permanent basis.Djiga has spent the season on loan at Ibrox, and the 23-year-old could earn a chance at Wolves if they are relegated to the Championship.