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Season card - No Auto Renew


from the Supporters meeting minutes

2026-27 season tickets There are several price points for season tickets, with fans renewing and buying in different windows (PK). Work continues with ownership and senior management to finalise pricing for the 2026-27 season. The aim is to have season tickets on sale in late February. DB confirmed season ticket prices will rise to reflect Premier League status while remaining competitive and fair, and ensuring loyalty is rewarded. Auto renewal will not be available this year, as the Club completes its migration from Ticketmaster to Seat Geek. Every STH will have to actively renew their seat for 2026-27. Auto renewal will be available again for 2027-28.

There is unrest amongst supporters at Clubs at the top end of ticket pricing in the Premier League (DR). Fans are protesting and fear that ordinary fans are being priced away from their respective Clubs. Income has never been so high, with approximately £115 million being received in broadcast revenue. This turns the dial for the Club with regards to on and off the pitch investment. Ticket price increases will not have a similar impact on the club but do significantly impact fans. DR believes most fans will accept a price increase but does not want to see outlandish increases. Just because a Premier League Club can exploit loyalty, it does not mean it should. Fans hope that the Club will not harm the excellent relationship it has built with the fanbase by pushing prices too high. JY would like to see Sunderland AFC be an example of good practice across football. The Club wants to get the price right, and DB acknowledged the points made, and added that success on the pitch has accelerated the entire business and finances must catch up. Discussions will continue with the working group. Fans are very positive and will continue to invest in the Club (DS) but this should not be seen as an opportunity for the Club to raise prices. Fans across other Clubs love their past but hate their future because of how Clubs treat fans. It should be done the Sunderland way. DS asked about flexible payment options for season ticket purchases. The increase from four to six, interest free, direct debit payments was well received (PK). Seat Geek allows for additional transaction methods and a monthly payment plan option will be available. The upper concession rate will rise to 66 years in 2027-28 (no changes in 26/27) and will track future changes in the state pension age. Those who need a plastic season ticket will be eligible again and be given a card.
 
Going off the minutes I’m expecting early bird to be last seasons normal season card so starting at £590 and I’m expecting new cards to break £600 maybe as high as starting at £640.
 
There going to increase the OAP ticket limit next year to 66 with retirement age going up. It's not this years renewal but next year I think
 
Last edited:
Green Day Parker said:
I turn 65 on August 19th so I want to pay the lower price for the season as most of the games should be when I qualify for the lower cost. There is nothing on the website at the moment to advise how I can get the lower price. Do any of you know what the best course of action is?

If necessary I will go to the ticket office for advice.
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Got to be the unluckiest fan going mind. With the cut off 1st August it's going to be adult price this season, and now they've said next season the upper concession age is going up to 66, so you can miss the concession rate by 8 days and have to wait until 27/28 to get it
 
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