It's also a more complex system. People are having to work out whether they want the 'perks' of the Elite or Plus category (which are only available on a monthly basis) or stick with effectively a traditional season ticket paid either annually or monthly.Linden Jones' Tash wrote: ↑22 May 2026 08:44If this is true, its very naive...
They literally changed the way in which Fans are incentivised to pay early....
For the subscription model, there's a benefit to subscribing on the last day of the discount as your subscription lasts longer...unless I am missing something.
ST no longer do the 4 payments option, so its not attractive to do that....
Whoever built the assumptions into their forecast needs to rethink (if true)
It's no longer as simple as just renewing (perhaps with a choice of single payment; quarterly payment; monthly payment).
The subscription requires people to pay during the three months there's no football. Someone can correct me here (as I never looked into it), but I think the old monthly finance model was nine monthly payments (ie. when there's actually matches).
People will typically want to align any subscription with their pay day (or the day most of their direct debits are paid) too for cash flow reasons. I assume most people get paid towards the end of the month (final work day; final Friday; etc.).
They also sold a lot of season tickets last season on the promise of positivity following Dai leaving the club. That positivity has evaporated unfortunately.