Liverpool FC 'do right thing' and freeze ticket pricesApr 23 2009 by Tony Barrett, Liverpool Echo
LIVERPOOL today announced all Anfield ticket prices will be frozen for next season.
Reds commercial director Ian Ayre confirmed the move to the ECHO, saying it is “important to do the right thing by the fans”.
For season ticket holders the news is even better as they will in effect receive a reduction on last year’s prices – with last autumn’s cut in VAT being passed on despite the fact it is set to go back up in January 2010.
The news comes just 24 hours after Manchester United announced ticket prices will increase by £1 a game next term.
Ayre believes Liverpool’s move is necessary during challenging economic times.
“People are feeling the squeeze with the way the economy is at present,” he said.
“This is one of the main reasons why we felt it was important to take the steps that we have.
“It is always a difficult situation because if you don’t keep up with your competitors then the danger is that they can move away from you but on this occasion we felt it was important to do the right thing by the fans.
“Season ticket holders will, in effect receive a reduction. Last year they missed out on the benefits in the reduction in VAT from 17.5% to 15% because VAT is passed on at the point of purchase and with season tickets being bought months before the government announced the reduction, they could not benefit.
“This time, though, the 2.5% cut will be reflected in our season ticket prices even though the government has already indicated that VAT will go back up next January.
“These are clearly difficult economic times.
“All our fans are facing increasing monetary pressures and this is a small thank you to all of them for their continuing loyalty and support.”
Current season ticket prices at Anfield are £650 for the Kop, £690 for the Anfield Road End, and £700 for the Main and Centenary stands. All will be subject to the 2.5 per ent VAT reduction.
Meanwhile, AC Milan boss Carlo Ancelotti has admitted his club have no chance of prising Steven Gerrard out of Anfield.
Ancelotti is a huge admirer of the Reds skipper but with Gerrard content with life at Liverpool and set to commit himself to a new contract which will tie him to his boyhood club for another four years, the Milan boss believes there would be little point in even making an offer.
“I think Steven Gerrard is an outstanding player but I doubt that he’d leave Liverpool,” Ancelotti said.
“We’re eyeing many players but it would be too soon to mention any names before the end of the season.”
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