Evening Telegraph (First Edition)
Dee ‘dismay’ at ticket price hike
DUNDEE season ticket prices for the 2024-25 campaign have caused a stir among the Dark Blues faithful.
The Dens Park club revealed a sharp hike, with a full-price adult season ticket jumping £80 from £410 to £490.
Early buyers do get a discount with an adult brief costing £430 for the expected 19 home Premiership matches.
The news prompted criticism of the decision, although the reaction was not unanimously negative.
My column on the situation also attracted feedback from fans – including a heartfelt letter sent to owners Tim Keyes and John Nelms and shared by the Dee diehard with Tele Sport.
We have also given Dundee the chance to respond.
In her letter, Catherine, a fan in her 30s who lives locally, wrote: “I am writing to express my dismay and disappointment regarding the recent price increase in season tickets this season.
“The price hike last season was difficult (especially not knowing the league we were going to play in) but another increase in price is seriously troubling, in fact, intolerable.
“I feel that it is important for you to realise that this price increase is pushing loyal Dundee supporters away from the games.
“The price increase last season was difficult but I paid for this by credit card and paid it off through the year.
“I recently had to make the difficult decision to reduce the amount of away games I go to due to cost (both travelling and attendance).
“This season, the atmosphere at Dens has positively changed, with the introduction of low prices for younger supporters and the deals on games.
“This atmosphere will reduce with supporters no longer being able to afford regularly attending games.
“Supporters, who have been loyal, some of whom travel from other areas of the country to see their team play, who will be in a similar or worse position than me are being pushed out of the club.
“This is absolutely despicable and shows how out of touch the club is with the current financial difficulties.
“I completely understand the financial strains on businesses at this time, the company I work for is also under strain due to rising costs elsewhere. However the decline in Dens Park (I won’t push this point too much – state of the drainage, facilities and deterioration of buildings) does not warrant the increase.
“It would be very helpful for the club to release exactly how the funds from season tickets is used.
“Comparing season ticket prices in Scotland is also interesting. The team across the road are offering their 2024-25 season as £339, with no increase from last year. Comparing this to Dundee FC, we paid £41-71 more, last season, and £91-151 for the upcoming season.
“A half season ticket (23-24) for St. Johnstone was £173, compared to £200 for Dundee FC. I have no doubt that Dundee would have done this research before applying their prices, which is why the price increase is so baffling.
“The impact of this price hike will take a huge toll on me personally.
“With all of this said, I am in a very unfortunate position that I will not be able to afford a season ticket this year and will only be able to pay for games individually, probably at a higher cost. I am sure that I will not be alone in this position.”
On X, James Sunderland said: “Prices are unreal particularly the U/12 one. Potential to entice the younger generation slashed with that one.
“We have a pitch that causes games to get rearranged for midweek all the time and were already in the upper half of the league for prices before this increase. Horrific.”
But Vernon Gilmore wrote: “If we want to keep up the good work Doc and his team have done so far, and all the shouts of sign Lyall and Luke and Josh etc on longer contracts, then I’m afraid we have to pay for it.
“Won’t happen with shirt buttons. I’ll be renewing my ticket before the end of May.”
Rabeo added: “Feel for young kids, going from £1 to £50. Lots of under-fives at games. Will they be left at home now.”
Greg said: “£430?! It was £365 last year! Also I just had a child and now I can’t get him a season ticket for £1 now it’s £50. April 1st was yesterday.”
Craig wrote: “Too expensive for me, sadly can’t afford to renew.”
And Greg Davidson added: “Paid around £350-380 in previous years to watch some absolute dross on the park so can understand it going up a bit now there is some actual football to watch on the pitch!”
The season ticket controversy comes as Dundee enjoy a brilliant return to the top flight under Tony Docherty.
Dee have a top-six finish in their sights, with just three games to go before the split.
A spokesman for the Dens Park club said: “We are living in a time where all individuals, families and businesses are seeing prices rise in all areas and Dundee Football Club are no different.
“Dundee Football Club have had to adjust our season ticket prices for the 24-25 season accordingly to meet rising costs.”