Stefan Borson: PL Face ‘Big Issue’ as Cost of Empty Seats at Man City, Chelsea and West Ham Laid Bare

Football finance expert Stefan Borson warns that the Premier League confronts a major challenge with empty seats at big clubs like Manchester City, Chelsea, and West Ham, driven by soaring ticket prices amid financial pressures.

Borson highlights how Profit and Sustainability Rules (PSR) force clubs to boost non-broadcast revenue, pushing ticket prices higher to offset massive owner investments. At West Ham, top tickets for their Manchester City clash hit £120, with a 'London-based premium' applied due to high operational costs in the capital[5]. Chelsea and City face similar issues, with luxury seats often unsold despite capacity expansions.

"The cost of empty seats is laid bare," Borson states, noting that while clubs can fill premium areas at £150+ for marquee games—like Fulham's approach—they struggle with mid-tier pricing[3]. Away fan caps help, but home demand falters as prices rival European giants: Aston Villa charged £85-£97 (discounted to £70-£82 for season holders), comparable to Newcastle's £30-£55 or Milan's €100-€350[1].

Dynamic pricing exacerbates the divide. Boards justify hikes to recover losses—e.g., £10m annually—but risk alienating fans. Borson argues supply-demand should dictate, with trust in custodians balancing revenue and atmosphere. London clubs fiercely protect high yields, viewing matchday income as vital amid PSR scrutiny[1].

Yet, the 'big issue' looms: persistent empty seats undermine the product. As Premier League admin costs balloon to £324m in two years, clubs echo this squeeze—legal fees alone at £50m—squeezing fan affordability[6]. Borson urges caution: hike too far, and "you'd have no fans left."

Clubs must navigate this tightrope, preserving loyalty while chasing sustainability. Without action, empty stadium sections signal deeper woes for the world's richest league.

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