We’ve been serious about promotion for five years
26/05/04 | by Alex Walker

Nottingham Forest have announced 15% price rises on season tickets and hiked match tickets to £31 for the best games. For once, the club's timing is right from a PR point of view and they have announced these hikes in the middle of a wave of optimism inspired by Joe Kinnear's management. If they had not been able to tie these increases to the promise of an exciting campaign next year, it is certain they would have been met with outrage by supporters who have been put through agony this season.

However, with new signings arriving by the day (the transfer of Paul Heffernan from Notts County is expected to confirmed within the next 48 hours), many fans will probably be willing to dig deeper in their pockets to witness the team's exciting development over the next year. However, Forest put prices up last year as well, but did not sign anyone until August. If the price rises this year are paying for our new signings, what were last year's paying for?

To sell this year's season tickets, the club is using the slogan "We're serious about promotion, are you?" This is insulting to say the least. Forest fans have been ready for promotion since we came down five years ago and have not waned in our support since. It was the club that wasn't ready. Last year we had an average attendance of over 25,000 and regularly had away followings of 4,000 loyal fans - where is our reward for this dedicated support in the face of some truly dreadful football?

It seems our reward is an extra 15% on our season ticket prices, no renewal discounts for loyal fans in certain areas of the ground, and outrageous match ticket charges - you could go to see Premiership champions Arsenal at Highbury this season for less than you will be able to see Forest for next. Of course, this is a ploy to encourage people to buy season tickets in advance, but many season ticket holders will feel the pinch when they travel away as clubs match our rip-off prices.

The club quite clearly takes its supporters for granted. They fail to realise our importance is far more than the cash we hand over the follow our team. When the fans get behind the team, the team plays better. By raising season ticket prices - and in particular, those in the Trent End, which have gone up by £65 - the Forest board could contribute to lower attendances, something will hinder the club's promotion attempt.

Most fans will begrudgingly cough up the extra dough and they deserve praise for their dedication to the team. But for some, through no fault of their own, they won't have the option. Those who take families to games will face multiple increases that could put a set of season tickets out of their budget. Therefore they will spend no money on the club this summer - who benefits from that?

Of course, Forest are not the only club guilty of that. Ticket prices nationwide have risen steadily over the past 10 years to the extent where fans are being readily exploited. When clubs go up, they put the prices up because the quality is higher. When they come back down again, the put the prices up again because there are more games.

Many clubs (Forest included) have raised their tickets prices to stop themselves losing money. But it's not our fault the clubs are in debt; we didn't sign the ludicrous ITV Digital deal; we didn't offer the players contracts way above what they deserved. Yet it is us who have to foot the bill.

But, as ever, we will, because our football clubs matter to us. So, alright Forest, we'll pay your price rises and we'll continue to support the team. However, you've promised us promotion - what I would like to know is this: if we don't get promoted, do we get our 15% extra refunded at the end of the year? No, I thought not…