We learned alongside you the Club’s season tickets prices for 2025/26. We are disappointed and frustrated with this turn of events which we set out below.
This is a significant break from the norm
There is precedent under the current owner for discussion with the Club over suitable pricing of Season Tickets
https://truststfc.com/2023/03/10/2023-2024-stfc-season-tickets/
More recently, we, along with other supporter groups were told by the CEO that Season Ticket proposals would be shared for discussion before release. That commitment has not been honoured to us or to the best of our knowledge, any of the supporter groups.
Why should the Club speak to fan groups on pricing?
Put simply, supporter groups have a closer relationship with the fans than the Club. We represent the fans and can ensure their views are heard. As a Board we have a lot of experience across a lot of different areas of business – we are able to see things the Club may not.
The changes to disabled tickets being a particular example of how a change on paper may look sensible from inside SN1 but outside do not seem fair or reasonable.
There is also the football governance bill, winding its way through Westminster which will enshrine into law that clubs must engage with supporter groups prior to ticket changes. It seems odd to ignore supporter groups at Swindon just before it becomes law.
Further details on the football governance bill can be found here https://www.gov.uk/government/news/strengthened-football-governance-bill-launched-to-protect-clubs-and-support-fans
Opportunities missed
The Club have not shared single match ticket prices as part of the Season Ticket launch, meaning the more frugal among us are unable to make an assessment over whether a Season Ticket is an investment we want to make. The CEO is on record commenting that Season Ticket holders receive too many free games and it is likely that the Club are trying to close the gap further between those showing loyalty by committing to a season up front compared to those who pick and choose the games which they attend.
The Club have also chosen not to present an explanation of the cost increase, which appears to be in breach of their own customer charter, which states:
The club will give, at the earliest possible notice, any changes to its ticketing policy and will give reasons for that change.
Our views on the Season Ticket packages
Whilst unpalatable, it was always likely Season Ticket prices would increase this year. All industries have seen upward costs in recent months and football is no exception. Unfortunately, the Club’s short sighted-view on the value of Season Ticket holders by squeezing the benefits of having one is regrettable. The Club may point to discounts for room hire and pre-match refreshments in the Legends Lounge but the majority of supporters do not benefit from such discounts.
The Trust are totally against changes to the disabled supporters Season Tickets and will lobby hard for these to be reversed. It is unclear why this relatively small group of supporters have been targeted by the Club.
This isn’t happening in isolation
The Club appear to be unable to capitalise on selling complimentary services alongside a ticket. During the season the bars have run dry and hot water for a half time bovril has run out. The Club has spruced up the club shop, but it’s stocked sparingly. Statue Park could have been an opportunity to entice fans to the ground early, but nothing has happened with it.
The Club’s drive for sustainability doesn’t seem to involve increasing income, rather cutting costs be it on the field, in the shop or not replacing core staff keeping the Club running.
Stadium development
Putting to one side for a moment the progress made against the development timeline, another oddity of the Season Ticket announcement is the likely relocation of supporters in the Don Rogers Stand at some point in the future.
Notwithstanding those supporters with existing Season Tickets in the impacted area (many of which have held those seats for over 20 years), it makes no sense to sell new Season Tickets in those areas only to require them to move later. Discussion and consultation with the supporter groups could have avoided this very situation.
Meeting with Swindon Borough Council
It is likely that an update will be provided on the Don Rogers Stand redevelopment next week. But in the meantime, we can advise supporters that representatives from the Trust have held a constructive meeting with the leadership of Swindon Borough Council to discuss the importance of supporter representation in the town. We also discussed a range of possible future scenarios which included the potential trigger of the stadium buyback option should £1m of stadium development remain unsecured and uncontracted in 12 months-time.
Whilst we hope for the best we will continue to plan for all eventualities, including a potential partnership between supporters and the Council should ownership of the stadium change hands.
Advisory Board
We are fortunate that there is an Advisory Board meeting on Tuesday, so we can discuss these matters face to face. Unsurprisingly, we have received a record number of questions which we will share with the Club over the weekend and press for honest, direct and transparent answers on behalf of supporters.
We will also be asking for clarity regarding recent reports of decision paralysis and its cause at the highest levels of the Club.
2025 supporter survey
We were proud to conduct as wide a survey as we did in 2024. It is regrettable that the findings have not brought about the change we had hoped, but once the season is complete we will re-run our survey so that we can better understand the concerns of the fanbase and wider community.
COYR
The board of TrustSTFC