Trust Ticketing Survey
Wolves 1877 Supporters’ Trust - Ticket Prices Survey
Summary Report:
Total responses: 459 Respondents: Mix of season ticket holders and non-season ticket holders.
Survey groups: The survey was made open to two groups, Trust Members and those with access to Social Media (X, Facebook and Bluesky).
The number of respondents can be considered a representative sample for the purposes of guiding the Trust in discussions with the club over season ticket pricing. Outcomes of the two surveys (Trust members and Social Media users) show little difference from the combined outcomes, which display a consistent level of response.
Within the survey, we asked specifically about ticket prices in two stands – Billy Wright and Stan Cullis – but the survey outcomes apply to ALL sections of the ground.
The Trust requires that the Club enters into a full consultation regarding ticket pricing (Season and Matchday), membership fees, concession discounts, Away Season ticket fees and match day incentives. We welcome the general discussion planned at the upcoming Fan Advisory Board meeting.
Note: The survey was run in Google Forms; this methodology will have excluded those without a Google account. The Trust is aware of this issue and will consider alternative survey tools for the future. Google Forms was used to allow the collection of email addresses, helping to avoid duplicate responses. The email addresses collected will not be used for any other purpose.
1. Should home ticket prices fall if Wolves are relegated?
There is near-unanimous agreement that prices should reduce following relegation.
• 98% believe home ticket prices should fall
• 1.5 % believe prices should not fall
• 0.5 % are unsure
Key message: Supporters overwhelmingly expect a price reduction in the event of relegation.
2. Season ticket renewal likelihood if prices do not fall (Season Ticket Holders only)
Among season ticket holders, responses indicate a clear risk to renewals if prices remain unchanged after relegation.
• The majority indicate they would be very unlikely or somewhat unlikely to renew (53%)
• A smaller proportion remain very likely to renew at current prices (17%)
Key message: Holding prices risks alienating a significant portion of the season ticket base.
3. Match attendance likelihood if prices do not fall (Non-Season Ticket Holders) – 84 responses
Non-season ticket holders indicate reduced or uncertain attendance if matchday prices remain unchanged.
• Many respondents are less likely or very unlikely to attend as often (68%)
• Some indicate they would be very likely or somewhat likely to attend (23%)
Key message: Static pricing may suppress matchday demand among casual attendees. The club should consider reducing or removing the cost of membership, alongside Championship-level matchday prices.
4. Expected price reduction if relegated
Supporters clearly favour meaningful reductions, clustered in the 11–30% range.
• 25.65%: 11–20% reduction
• 34.64%: 21–30% reduction
• 21.49%: 31–40% reduction
• 9.42%: 41–50% reduction
• 5.92%: 0–10% reduction
• 1.97%: More than 50%
• 1.0%: Do not believe prices should fall
Key message: Nearly 83% expect a minimum 11–40% reduction.
5. Fair Championship price – Stan Cullis Stand (Current £39)
Responses show strong consensus for a significantly lower per-match price.
• Most respondents cluster in the £21–£30 range (78.24%)
• A smaller group favour £11–£20 (8.74%)
Key message: Current pricing is widely viewed as significantly too high for Championship football.
6. Fair Championship price – Billy Wright Stand (Current £49/£46)
Supporters again favour substantial reductions.
• The majority of responses fall between £31–£40 (58.11%)
• A notable proportion selected £21–£30 (32.67%)
Key message: Even premium seating is expected to reduce meaningfully, post relegation.
7. Fair reduction for Over-65s
• Most respondents favour a 21–30% reduction (41.44%)
• Many respondents favour a 21-30% reduction (32%)
Key message: Supporters value age-based concessions and expect them to remain meaningful.
8. Fair reduction for Under-14s
Views are more mixed:
• Many support very high reductions in the 81–90% (over 47% of respondents)
• Others favour more moderate reductions, 21–50%
Key message: Strong concessions are supported for Under 14s, with significant discounts favoured.
9. Fair reduction for Under-17s
• Majority responses would like to see reductions of more than 50% (51%)
• Fewer support reductions above 50% compared to Under 14s
Key message: Supporters favour significant, structured concessions for this age group.
10. Fair reduction for Under 21s
• Most respondents select 21–50% (55%)
• Some favour over 50% (30%)
Key message: Expectations sit between youth and adult pricing, with clear support for a discount.
11. Pricing for away fans in the Championship
There is no single dominant view, but two clear preferences emerge:
• 46.6%: Away tickets should remain £30
• 37.7%: Charge the same price Wolves fans pay at the reverse fixture
• 8.3%: Charge the same as home fans for equivalent seats
• 7.4%: Charge as little as possible due to travel costs
Key message: Over 84% support either a £30 cap or reciprocal pricing.
12. Allocation of away tickets
• 58% support keeping the current allocation system
• 31% want a different approach
• 11% are unsure
Key message: While the current system is broadly supported, a significant minority seek reform. Away Season Ticket holders, many of the Club’s most loyal supporters, pay a ‘premium’ to hold an AST. The Club should consider reducing or removing this charge.
13. Digital ticketing vs smart cards
Opinions are split but lean positive.
• > 50% would pay a small fee to keep a smart card
• > 35% would not
• 15% are unsure
Key message: Any move away from physical cards risks dissatisfaction among over a third of supporters.
Survey respondents’ comments:
There were over 250 comments made by respondents. Key points raised were:
Significant Price Reductions Expected After Relegation
Supporters overwhelmingly believe Championship football must come with meaningful price cuts. Many call for 20–30% reductions at minimum, with some demanding larger cuts or partial refunds to acknowledge recent price hikes and poor on-field performance. There is strong sentiment that fans should not “subsidise failure”, and that pricing must reflect league status and product quality.
Affordability for Families, Young People and Working-Class Supporters
Many comments stress that Wolverhampton is a working-class city and prices must reflect local economic realities. There is strong support for enhanced youth discounts (especially Under 21s and those in full-time education), better family pricing, and maintaining or improving concessions for older supporters. Fans see youth affordability as critical to the club’s long-term future.
Season Ticket Holder Loyalty Must Be Rewarded
Long-standing supporters feel undervalued and in some cases priced out. Many request renewal discounts, early bird offers, loyalty recognition, improved resale options, and tangible gestures of goodwill. There is repeated concern that failing to reduce prices risks large drops in renewals and attendance.
Away Ticketing and Loyalty System Reform
Views are mixed but passionate regarding Away Season Tickets (ASTs), loyalty points and ballot systems. Some want ASTs protected for the most loyal supporters; others argue the system is a “closed shop” that needs reform. There is strong backing for a £30 away cap or reciprocal pricing, and calls for fairer, more transparent allocation methods.
Matchday Experience, Facilities and Club Engagement Concerns
Beyond pricing, supporters raise concerns about outdated facilities (especially the Steve Bull stand), high refreshment prices, digital-only ticketing excluding older fans, and poor communication from ownership. Many comments reflect frustration with leadership decisions, a desire for greater consultation, and a feeling that the club must rebuild trust and show that it values supporters.
The full report can be downloaded here