How Chelsea have handled 'irreversible toxicity' ticket price warning amid Stamford Bridge plans

In May of this year, claiming Chelsea Football Club would increase their ticket prices for the 2024/25 season by 5% - keeping the figure below the likes of Arsenal and Tottenham but an increase that unsurprisingly led to fan outrage.

It was the first time the west London club had increased their general admission season ticket prices for 13 years. A read: "Following a period of only three GA [general admission] price increases in 20 seasons, the cost of GA tickets will increase this year by five per cent.

"Additionally, there will be a three per cent reduction in the season ticket holder discount across each stand versus the cost of purchasing each match individually. No fan will pay more than £4 extra per game in GA areas.

"The owners of FC are committed to building a successful and financially sustainable club and are exploring all options to grow revenues while minimising the impact on match-going fans. GA ticket prices were frozen for the first two seasons of the current ownership and the club will remain in ongoing dialogue with the FAB [Fan Advisory Board] on plans for future years."

The announcement from Chelsea came less than two months after the Chelsea Supporters' Trust (CST) warned the club that a lack of communication with fans and price increases on a matchday would lead to "irreversible toxicity". The CST addressed a letter to co-owners and , claiming that the feeling among supporters had reached a worryingly low point; a feeling that had not been present among fans since the early 1980s.

"The current mood amongst supporters is critically low and cannot be ignored," the letter read. "The feeling that the club has become a 'laughing stock', both on and off the pitch, is growing.

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"The Chelsea Supporters' Trust regretfully believes that we are close to, if not already experiencing, a significant shift in supporter opinion that could result in irreversible toxicity, almost irrespective of results on the pitch.

"Unless the situation improves, this seems likely to manifest itself in more targeted chanting, especially at televised games, and quite possibly more organised, overt, and impactful forms of protest by some serious sections of the fan base."

Chelsea, though, still decided to increase ticket prices - claiming all options had been considered as they look to make the club a more financially sustainable outfit. It means for this season - the 2024/25 campaign - the cheapest adult general admission season ticket is now £787.50, whereas last term it was £750.

One Chelsea supporter explained to football.london how going to a match at the weekend is not the same as it used to be - and that is largely down to how much tickets set one back nowadays. They said: "It still is the thing you look forward to the most after a long week at work.

"But recently it feels like fans are becoming more and more priced out of going to matches and getting a beer with some food. With how expensive everything is nowadays, it is becoming more of a 'once every two month' kind of thing rather than going every week."

They continued: "It helps that this season things are better on the pitch but we do not know how long that will last. The atmosphere at games does not feel the same as it used to and I genuinely think ticket pricing has something to do with this.

"For example, if your team are not performing, it becomes harder and harder for you to get behind them no matter what. The amount you are paying for a ticket, it is not always easy to enjoy yourself at the footy anymore."

This Chelsea supporter has been attending matches on a frequent basis at Stamford Bridge for more than 20 years but they believe the current climate for match-going fans is more challenging and ultimately less rewarding than it ever has been before. Chelsea, though, are hoping to improve the matchday experience with a stadium revamp of sorts.

Stamford Bridge plans

Chelsea are still looking to either perform a complete rebuild of Stamford Bridge, a stand-by-stand redevelopment or moving to a completely new site. Those plans have been in place since Boehly and Clearlake bought the club in May 2022.

At this point, football.london understands . There have been reports claiming Chelsea are looking to leave their current site and move to Earl's Court.

However, according to the company that are currently managing a multi-billion pound project on the land, there is nothing concrete in the works just yet. A statement from the ECDC said: "There is no plan within our plans for Chelsea FC to relocate to the Earl's Court site.

"We have a fully detailed design, shortly to be registered with both local authorities, which prioritises the delivery of thousands of homes and jobs, culture and open space through a well-designed and considered masterplan which has evolved over four years of engagement.

"This will see development commence in 2026 with the first residents and occupiers moving in from 2030. This is, and will remain, our primary focus."

One Chelsea fan told football.london: "Stamford Bridge is like a second home to me. Sitting down in your seat, hearing 'The Liquidator' with the ground filling up, and then watching the teams walk out on the pitch - that has been my whole life. If we were to move away from Stamford Bridge, it would be hugely upsetting to many fans, including myself.

"All I ask is that Todd Boehly and the Chelsea ownership group look to redevelop the current ground. We all know that it needs improving and revamping but to move away from the current stadium would be genuinely heart-breaking."