| Something has been bothering me, since the Club released the latest video. 18:18 - Dec 3 with 10228 views | homer_123 |
I'll be honest - I don't like it, it doesn't sit well with me.
I know others may think we have bigger issues to contend with (with recent performances) but thought I'd share.
What is it, to be a football fan in 2025?
There’s now a clear message to long-standing season ticket holders: if you don’t turn up, or you don’t re-sell your seat, you could lose your ticket. Even if you’ve held it for years. Even if you stuck with the club when the football was awful and the stands were half empty.
Now, on one level, I get it.
There’s a big waiting list. The club wants a full stadium. They want noise, atmosphere, energy and more people want a chance to experience that, I understand that. But, let's be honest, the club want matchday income too. Food, drink, merch, programmes, all of it and empty seats don’t spend money.
But...
When you start saying to fans, “Use it or lose it,” it feels less like you’re talking to people, and more like you’re managing stock. It’s the point where, as a supporter, we stop being a person in that seat and start being a data point in a CRM system. A line on a spreadsheet that needs to be 'optimised'. Hearing Ashton in that video - it's the first time I've felt like this - no longer the fan I was to the club a couple of years ago. It's irked me, more than I initially realised.
All football clubs talk a lot about fans as the 'lifeblood' of the club. They use that language in campaigns, in videos, in season ticket renewals. But these new rules around non-attendance send a different message, at least for me. They say:
We need you here, not just because we love your support,
but because every empty seat is lost revenue.
There’s a real tension here.
On the one hand, the club does need to be sustainable. Wages, transfers, stadium costs; they’ve all gone through the roof (factor in the long overdue investment as well). TV deals, sponsors and commercial partners are all part of the mix now. Clubs are not just football teams, they’re big businesses. To survive, they have to think about money.
I understand that football has been a 'business' for a while now but the whole reason the club has any value at all is because of the people who care about it. The ones who travel in the rain. The ones who miss family events for midweek fixtures. The ones who held their season ticket through years when it would have been easier to walk away.
So what happens when those people are treated first and foremost as revenue?
What happens when loyalty is measured not in years followed, but in how often your barcode gets scanned?
I’m not saying there’s an easy answer. I’m not saying the club is evil, or that nothing should change. We all knew that new and modern ownership and Premier League money would bring new rules and a sharper edge to the business side. I guess, this one small thing, for me, is that wedge - that first subtle sign of substantive change.
But I think it’s fair to name the dilemma:
- The club needs bums on seats
- The fans don’t want to feel like bums on a spreadsheet
Somewhere in there is a line. A point where sensible policy tips into something that feels cold and transactional.
My worry is that, if we’re not careful, we cross that line without really noticing. We look up one day and realise that fans are no longer seen as the heart of the club, but as inventory to be managed. Maybe I am naïve and we are already there but since Gamechanger came in, I had felt more connected to the club than ever, it got back that community feel, that it valued fans and the support generated. It felt like the club it once was both on and off the pitch.
So, can a club chase every pound, fill every seat, and still treat its supporters as more than numbers?
Because once fans stop feeling like the lifeblood, it won’t matter how good the spreadsheets look. |  |
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| Something has been bothering me, since the Club released the latest video. on 14:08 - Dec 4 with 857 views | SitfcB |
| Something has been bothering me, since the Club released the latest video. on 14:05 - Dec 4 by SitfcB |
When I watched the video (not long after it was released) the way it come across was it’s in the process of being put together (or however you want to word it) and something will be in place for next season and obviously once it’s done it’ll be communicated properly - just a slither of info and putting it into the universe and didn’t need much detail at this moment in time but think some people have taken it the wrong way and it’ll be instant.
If you get a chance, watch the video and you will get the full context. |
If you haven’t got time to watch Phil summarised that bit here…
https://www.twtd.co.uk/amp/news/50821/town-to-introduce-rules-for-no-show-season
This bit is the important part which people seem to have missed…
‘We are going to have to put some rules in place that if there are consistent no-shows of season ticket holders, we’ve got to put some rules and regulations in place because actually I’ve got 6,000 people here who want those tickets.
‘What we can’t do is therefore have empty seats on matchdays because that affects atmosphere, which affects performance, which affects everything that we’re trying to do.
"So, look out for that as we move through the rest of the season and into the summer because I think how we operate will change.
"I understand some people can’t come for a game, then we need to be in communication with those fans, they need to be in communication with us, but we want seats filled and we’ll look to address it moving forward. Remember, 6,000 now on a waiting list.” |  |
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| Something has been bothering me, since the Club released the latest video. on 14:11 - Dec 4 with 845 views | Libero |
| Something has been bothering me, since the Club released the latest video. on 14:08 - Dec 4 by SitfcB |
If you haven’t got time to watch Phil summarised that bit here…
https://www.twtd.co.uk/amp/news/50821/town-to-introduce-rules-for-no-show-season
This bit is the important part which people seem to have missed…
‘We are going to have to put some rules in place that if there are consistent no-shows of season ticket holders, we’ve got to put some rules and regulations in place because actually I’ve got 6,000 people here who want those tickets.
‘What we can’t do is therefore have empty seats on matchdays because that affects atmosphere, which affects performance, which affects everything that we’re trying to do.
"So, look out for that as we move through the rest of the season and into the summer because I think how we operate will change.
"I understand some people can’t come for a game, then we need to be in communication with those fans, they need to be in communication with us, but we want seats filled and we’ll look to address it moving forward. Remember, 6,000 now on a waiting list.” |
Appreciate that Sitters, but as I say- the ticket office had no answer for the specific queries or challenges that this may present for someone like my Great Uncle or people experiencing dynamic disability.
I understand the reasoning behind it and broadly agree but the execution is disappointing and poorly done and the communication by Ashton entirely premature. [Post edited 4 Dec 14:13]
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| Something has been bothering me, since the Club released the latest video. on 14:13 - Dec 4 with 836 views | itfcjoe |
| Something has been bothering me, since the Club released the latest video. on 14:01 - Dec 4 by Libero |
That's fair enough mate, but having spoken to someone at the ticket office - they haven't a scooby either.
It's a rare communication fail from Ashton in my opinion.
You don't present this as an idea in a public space unless it's fully formed, staff are trained and requisite communications have gone out to the people they need to. |
It's just something that was said in a YT video, not a formal policy announcement - and no one is going to lose their ST on stuff that has happened before anything has been announced. |  |
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| Something has been bothering me, since the Club released the latest video. on 14:20 - Dec 4 with 816 views | soupytwist |
| Something has been bothering me, since the Club released the latest video. on 13:34 - Dec 4 by Freddies_Ears |
If you had actually read this thread, you would realise you have nothing to fear.
2 friends of mine, newly able to attend regularly, have wanted a season ticket but can't buy them. They go match by match, whenever they can get a ticket. It is quite understandable that ITFC want to encourage fans to use the Exchange, and there is no penalty for doing so. |
I must have missed Mark Ashton's (or someone else speaking in their capacity as a representative of the club) contribution to this thread putting everyone's mind at rest, please point me to it.
The fact that a lot of people are worried about the implications of this proposed policy is proof that the whole thing has been communicated badly. He mentioned it in a forty-five minute video shown on Town TV and the club's YouTube channel which a huge proportion of the club's fanbase don't watch.
I'm with the OP, Bluelagos and Funge. This doesn't make Ashton look good and in my view is a demonstration of why the CEO and chairman roles should not be filled by the same person, especially when that person is Mark Ashton. |  | | |
| Something has been bothering me, since the Club released the latest video. on 14:23 - Dec 4 with 788 views | Libero |
| Something has been bothering me, since the Club released the latest video. on 14:13 - Dec 4 by itfcjoe |
It's just something that was said in a YT video, not a formal policy announcement - and no one is going to lose their ST on stuff that has happened before anything has been announced. |
It just didn’t need to be said right now, poor Communications. | | | |
| Something has been bothering me, since the Club released the latest video. on 15:07 - Dec 4 with 717 views | Funge |
| Something has been bothering me, since the Club released the latest video. on 10:52 - Dec 4 by SamWhiteUK |
You won't lose your ticket, I'd be sure of that.
The club want to clamp down on those, "I've got a season ticket, have done for years, and now it's mine to do what I please with" types, because they're selfish.
The club also do a huge amount of work in the community with the Foundation etc. There's no way that cases like yours won't be taken into account.
You are already using the resale platform as designed, so well done :)
I can't understand people not using the resale platform, to be honest. You get to have your precious ST and get some money back if you can't be arsed to go, what's not to like? |
Sorry - this is fully berserk, I can't let this slide....
'The club want to clamp down on those, "I've got a season ticket, have done for years, and now it's mine to do what I please with" types, because they're selfish.'
There is a fairly reasonable argument to be made that these people, 12k/ 13k of them, kept the club alive during the Evans antipathy. They are the absolute opposite of selfish, particularly those who paid for their STs during COVID. Selfish is a fully, fully wild take.
This is the point - Ashton doesn't care about the past, which is why he is a handsomely paid CEO wearing designer clothes, and we are a bunch of rascals. All his grand chat about making us an established Prem club, knocking down the Cobbold - either it all comes to pass, and he will sit on his throne, licking the cream from his lips, or it doesn't, whereupon he will get sacked and disappear into the shadows.
Either way, he will leave this club at some point, on either an upwards or downwards trajectory.
We will still be here, we don't have a choice. The point being made is that he doesn't give a fck whether you've had a ST for 6 months, or 30 years. See: those in the centre of the Cobbold stand, dispatched all around the various roofs of the ground, so that 500 more Man U fans can attend.
I know a couple of those displaced by the away fan allocation expansion, some of whom had been there for decades.
Very little notice given, and told by the club to basically suck it up... 'be grateful you are at the back of the West Stand, with a slightly restricted view'.
... and we, the long-term STs are the selfish ones? Seems rather like Ashton et al are taking us for granted. [Post edited 4 Dec 15:08]
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| Something has been bothering me, since the Club released the latest video. on 15:20 - Dec 4 with 690 views | tractorboy1978 |
| Something has been bothering me, since the Club released the latest video. on 15:07 - Dec 4 by Funge |
Sorry - this is fully berserk, I can't let this slide....
'The club want to clamp down on those, "I've got a season ticket, have done for years, and now it's mine to do what I please with" types, because they're selfish.'
There is a fairly reasonable argument to be made that these people, 12k/ 13k of them, kept the club alive during the Evans antipathy. They are the absolute opposite of selfish, particularly those who paid for their STs during COVID. Selfish is a fully, fully wild take.
This is the point - Ashton doesn't care about the past, which is why he is a handsomely paid CEO wearing designer clothes, and we are a bunch of rascals. All his grand chat about making us an established Prem club, knocking down the Cobbold - either it all comes to pass, and he will sit on his throne, licking the cream from his lips, or it doesn't, whereupon he will get sacked and disappear into the shadows.
Either way, he will leave this club at some point, on either an upwards or downwards trajectory.
We will still be here, we don't have a choice. The point being made is that he doesn't give a fck whether you've had a ST for 6 months, or 30 years. See: those in the centre of the Cobbold stand, dispatched all around the various roofs of the ground, so that 500 more Man U fans can attend.
I know a couple of those displaced by the away fan allocation expansion, some of whom had been there for decades.
Very little notice given, and told by the club to basically suck it up... 'be grateful you are at the back of the West Stand, with a slightly restricted view'.
... and we, the long-term STs are the selfish ones? Seems rather like Ashton et al are taking us for granted. [Post edited 4 Dec 15:08]
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Can you honestly not see any element of selfishness in not attending a significant chunk of games and leaving your seat empty if there is a waiting list of 6,000 people for a season ticket? |  | | |
| Something has been bothering me, since the Club released the latest video. on 15:32 - Dec 4 with 656 views | bartyg |
| Something has been bothering me, since the Club released the latest video. on 15:07 - Dec 4 by Funge |
Sorry - this is fully berserk, I can't let this slide....
'The club want to clamp down on those, "I've got a season ticket, have done for years, and now it's mine to do what I please with" types, because they're selfish.'
There is a fairly reasonable argument to be made that these people, 12k/ 13k of them, kept the club alive during the Evans antipathy. They are the absolute opposite of selfish, particularly those who paid for their STs during COVID. Selfish is a fully, fully wild take.
This is the point - Ashton doesn't care about the past, which is why he is a handsomely paid CEO wearing designer clothes, and we are a bunch of rascals. All his grand chat about making us an established Prem club, knocking down the Cobbold - either it all comes to pass, and he will sit on his throne, licking the cream from his lips, or it doesn't, whereupon he will get sacked and disappear into the shadows.
Either way, he will leave this club at some point, on either an upwards or downwards trajectory.
We will still be here, we don't have a choice. The point being made is that he doesn't give a fck whether you've had a ST for 6 months, or 30 years. See: those in the centre of the Cobbold stand, dispatched all around the various roofs of the ground, so that 500 more Man U fans can attend.
I know a couple of those displaced by the away fan allocation expansion, some of whom had been there for decades.
Very little notice given, and told by the club to basically suck it up... 'be grateful you are at the back of the West Stand, with a slightly restricted view'.
... and we, the long-term STs are the selfish ones? Seems rather like Ashton et al are taking us for granted. [Post edited 4 Dec 15:08]
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Blimey, someone get the Pope on the phone, we've got a new saint to canonise |  | | |
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| Something has been bothering me, since the Club released the latest video. on 15:33 - Dec 4 with 652 views | Funge |
| Something has been bothering me, since the Club released the latest video. on 15:32 - Dec 4 by bartyg |
Blimey, someone get the Pope on the phone, we've got a new saint to canonise |
What. | | | |
| Something has been bothering me, since the Club released the latest video. on 20:26 - Dec 4 with 490 views | bluelagos |
| Something has been bothering me, since the Club released the latest video. on 14:05 - Dec 4 by SitfcB |
When I watched the video (not long after it was released) the way it come across was it’s in the process of being put together (or however you want to word it) and something will be in place for next season and obviously once it’s done it’ll be communicated properly - just a slither of info and putting it into the universe and didn’t need much detail at this moment in time but think some people have taken it the wrong way and it’ll be instant.
If you get a chance, watch the video and you will get the full context. |
I thought similar. But comms need to cater for everyone and he needed to be explicit in that as evidenced by many who are now clearly concerned.
For me, the bit I question is that 10-12% don't turn up regularly. I can see the figure could be true for midweek games but he gave the figure as if that was a typical match. Struggling to see figures are that high for a Sat fixture, that would be over 2k empty seats.
I question that suggestion as barely credible based on what I see with my own eyes at Portman Rd. |  |
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| Something has been bothering me, since the Club released the latest video. on 13:36 - Dec 20 with 162 views | Libero |
Yesterday I went to arrange upgrading of mine and my great uncles tickets so a family member and friend could attend and it turns out the club have just sold our seats for today without me giving consent lol.
I contacted them about the prior game in advance, as we knew Arthur wouldn’t be able to make it and none of our usual rotation of friends/family were interested in attending.
Seems like they’ve taken that as carte blanche to sell today’s tickets too…
I emailed them yesterday about this, no response- have dropped them an email again asking for clarification as to who exactly gave permission for today’s tickets to be sold.
Pretty poor I’d say, all those defending the potential policy change may want to take note of this. [Post edited 20 Dec 13:37]
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| Something has been bothering me, since the Club released the latest video. on 14:04 - Dec 20 with 124 views | SuffolkPunchFC |
| Something has been bothering me, since the Club released the latest video. on 13:36 - Dec 20 by Libero |
Yesterday I went to arrange upgrading of mine and my great uncles tickets so a family member and friend could attend and it turns out the club have just sold our seats for today without me giving consent lol.
I contacted them about the prior game in advance, as we knew Arthur wouldn’t be able to make it and none of our usual rotation of friends/family were interested in attending.
Seems like they’ve taken that as carte blanche to sell today’s tickets too…
I emailed them yesterday about this, no response- have dropped them an email again asking for clarification as to who exactly gave permission for today’s tickets to be sold.
Pretty poor I’d say, all those defending the potential policy change may want to take note of this. [Post edited 20 Dec 13:37]
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Really sorry to hear this happened, but what has it got to do with a potential policy change next season vs a genuine mistake?
It’s not even the mechanism that was floated by Ashton (that persistent no-shows, where the ticket wasn’t put on the resale platform, would lose their season ticket).
I understand your disappointment, but don’t see it as evidence of something nefarious. | | | |
| Something has been bothering me, since the Club released the latest video. on 14:48 - Dec 20 with 99 views | strikalite |
Well right now with match day tickets available I doubt the club are that concerned with a ST holder not using their re-sell option, it works both ways, it was different in the Prem and that's what he's talking about.. |  | | |
| Something has been bothering me, since the Club released the latest video. on 15:30 - Dec 20 with 82 views | Libero |
| Something has been bothering me, since the Club released the latest video. on 14:04 - Dec 20 by SuffolkPunchFC |
Really sorry to hear this happened, but what has it got to do with a potential policy change next season vs a genuine mistake?
It’s not even the mechanism that was floated by Ashton (that persistent no-shows, where the ticket wasn’t put on the resale platform, would lose their season ticket).
I understand your disappointment, but don’t see it as evidence of something nefarious. |
Theyve sold the tickets without my great uncle or I giving consent to do so- you can’t see how this is potentially problematic with what’s been suggested? Cool. | | | |
| Something has been bothering me, since the Club released the latest video. on 15:41 - Dec 20 with 56 views | OldFart71 |
Whilst I have nothing but praise for our current owners and long gone are the days of Marcus Evans thank the Lord we must remember these owners are American.
Anyone who worked for the former I.C.I. at Stowmarket will tell you the change since the American Company PPG took over the comparison is widely different. i.C.I. outside of the company gates were seen as Butlins. A place where the money was very good, the conditions of work, tea and meal breaks were to be honest a joke as you got 2 hours in an 8 hour shift,
Now it's a 40 minute meal break and a 15-20 minute tea break. The wages in respect of where they were are probably no better than many places now.
I make this comparison as Americans aren't into giving anyone a free ride and I would imagine given the way they operate and the money they have spent and are spending they will insist on the maximum being squeezed out of the resources. | | | |
| Something has been bothering me, since the Club released the latest video. on 15:59 - Dec 20 with 46 views | SuffolkPunchFC |
| Something has been bothering me, since the Club released the latest video. on 15:30 - Dec 20 by Libero |
Theyve sold the tickets without my great uncle or I giving consent to do so- you can’t see how this is potentially problematic with what’s been suggested? Cool. |
That’s not what I said. They shouldn’t have done that, and I hope the get you sorted.
Seems they made a mistake, it’s just nothing like what’s been floated as a possibility next year. | | | |
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