Comment: West Brom building bridges with fans
Albion’s decision to drastically reduce season ticket prices in the wake of relegation is a welcome one and certainly no surprise.
As far back as March, chief executive Mark Jenkins spoke of the need to give supporters “value for money” at The Hawthorns. On Wednesday, the phrase being used in relation to season ticket prices by the man tasked with leading the Baggies rebuild was “statement of intent”.
In that regard, Jenkins has been good to his word. The fall in prices is considerable, down to their lowest level in a decade and fans making a saving of up to £70 compared to 12 months ago.
Of particular interest is how the Baggies have targeted the younger generations. Keeping young supporters engaged is one of the most pressing issues facing the sport.
By fixing prices which allow an adult and junior aged under 11 to watch an entire season for just £378 (£16.44 per game), Albion have taken a definitive attempt to re-engage with their public.
Making it cheaper for fans to get into the ground will in no way temper the pain of relegation or make up for a season which, the recent revival under Darren Moore not withstanding, has been among the most depressing in the club’s history.
Only by putting a better product on the pitch will Albion truly begin to win back those fans who went missing over several years of steadily declining crowds. It is going to require some sound decision-making in the coming weeks, from Jenkins and owner Guochuan Lai, to make that a possibility.
Jenkins has already warned will be no quick fix to problems of which the roots can be traced to long before this, nightmareish campaign. Giving fans a better deal at the turnstiles is merely the first step, albeit one worthy of applause.
