View: Friedkin Group's latest decision should have Everton fans up in arms

Friedkin Group have not got much wrong since taking over at Everton, but they have now made their first big mistake.

The Blues announced that the season ticket renewal date is open from 10 April until 20 May, with a new season ticket plus an option for the 2026-27 campaign.

However, the pricing has proved controversial, with supporters set to be hit with an average increase of £45.

Adult season tickets will now start at £640, with costs for under-11s and adults seated in the stadium’s family area frozen.

Everton obviously has to catch up with the elite clubs in the Premier League, but the fans will not necessarily appreciate the price hikes.

Why Everton’s price increase is a mistake

Everton have performed brilliantly this season, they are in contention for a European place, although there is no guarantee that they qualify at the moment.

If they do, that would be a further expense for supporters, making the season ticket announcement even more unpalatable.

If they do not, then the feeling will be that it is not justified, as the ambitions that David Moyes’ side hold have not come to fruition yet.

Either way, given the rising costs of everyday life, it should have Evertonians up in arms, regardless of what is happening on the pitch.

The Friedkin Group are in a hard position

The Friedkins are caught in a difficult position, they need to make more money to bolster the squad, and take them to the upper echelons, back to where they belong.

However, they cannot price out their loyal supporter base, and they have already increased commercial income massively, with deals with the likes of Pepsi and Budweiser.

After just one season at the new stadium, it feels like an incredibly risky move to charge fans more money when nothing substantial has been achieved.

If performances go backwards rather than in the desired direction, then it will surely turn the supporters against the ownership and make them hesitant to part ways with their cash to support the team in the stands.

The American businessmen have strengthened the L3 club’s financial position, with their savvy moves that should increase revenue, but this one feels like an error of judgment.

Updated 24/7 with expert analysis from the heart of Goodison Park.

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