ABSTRACT
Glasgow Rangers launched their 2014-15 season ticket campaign by announcing a price increase of between 15 and 25 per cent (Sky Sports, 2014). This was a bold test of the loyalty of the fans – fans who had already been boldly tested for years. Finances continued to be in the bin, with a recently announced £3.5 million loss for the six-month period to 31 December 2013 (BBC, 2014a). However, the fans have continued to support their team through the difficult times. Remember, this is the celebrated Scottish Premier League team that went into administration and dropped four – yes four – divisions in 2012 (Tribalfootball, 2012). For the seasons 2012-13 and 2013-14 more than 72,000 season tickets were sold, and in 2013-14 season ticket sales generated nearly £7 million, and accounted for nearly half of Rangers’ annual revenues (Finnerty, 2014). The club stated:
The last two campaigns have seen a 33% decrease and a subsequent freeze in season ticket prices. This season as the club prepares to return to the top flight, challenge and re-establish Rangers at the top of Scottish football, we must invest further in all areas across the Club. An increase in season ticket prices is therefore necessary.
