Liverpool FC launches ticketing survey giving fans a say on new policies

Liverpool FC has launched a comprehensive survey to ensure supporters have a genuine say in shaping the future of ticketing policy at the club.

The latest survey, which forms part of the club’s ongoing ticketing review, will be sent to half a million supporters to ensure that fans are at the centre of any future ticketing policy decisions and guarantee their collective voices are heard.

This survey is an important part of the club’s ongoing ticketing review which has seen the club set out ticketing principles, conduct surveys, engage with fan focus groups and work closely with the Supporters Board to understand how fans feel about the current ticketing approach and understand the challenges that they face.

As part of the review, some initial changes were introduced ahead of the 2025/26 season which aimed at improving supporters’ ticketing journeys and addressing ticket misuse.

The review to date has identified ticket access as the most important topic to supporters, and the survey will be gathering opinions of fans on this subject to help inform any further changes and improvements that the club may make. The review has also highlighted complexities and inconsistencies within the club’s existing ticketing approach that it hopes to address via this process.

The club has identified some potential policy proposals to explore and the results of this survey, alongside detailed data modelling and discussions with the Supporters Board will inform decision making on any potential changes.

The club emphasises that no policy decisions have yet been made – it is committed to involving supporters throughout the process, reflecting the club’s ongoing commitment to transparent, inclusive and data-driven policymaking.

Some examples of the policy areas being explored include:

A multi-year loyalty system, for example credits being relevant for multiple seasons
Credits only awarded for tickets bought via Club channels such as a club sale or Ticket Exchange, rather than for tickets sent or received via ticket forwarding
Introduction of Ticket Exchange for cup home fixtures
Ways to protect tickets for supporters who do not meet the guaranteed threshold for ticket access, for example a reduction in the number of guaranteed games for supporters with 13+ credits, a ringfenced pot of tickets for supporters who are not in the Auto-Cup Scheme for home cup fixtures, ballot of small number of tickets for some away fixtures
Ways to protect tickets for ‘priority groups’ such as local and young people, for example by the introduction of a dedicated local Young Adult area or priority for local juniors

The ticketing survey will be sent today (Thursday October 16) via email to a wide range of supporters, including current and lapsed LFC Official Members and season ticket holders. Fans are reminded to check their junk folders if they have not received the survey across the day.

Anyone who doesn’t fall into one of these groups, however, is able to access the survey here. The deadline to complete the survey and provide feedback is 5pm GMT on Thursday October 30.

LFC understands that any future changes to ticketing will have a direct impact on fans and that ticketing is one of the most important aspects of the club for many supporters.

Fans should be aware that changes may not be necessary in all areas covered in the survey and its inclusion in the survey does not mean changes will be made in every area, rather it ensures the club has a full picture of supporter sentiment allowing the club to make informed and impactful decisions on ticketing.

Any changes that are made following the results of the survey may be introduced over a number of seasons rather than immediately to minimise disruption for supporters and ensure a smooth transition to any new policies.

There are a number of factors that will be key to the successful delivery of any ticket changes and the club are investing in improved technology to ensure any potential changes can be supported by enhanced supporter journeys and greater protection from misuse.

Phil Dutton, vice president of ticketing and hospitality at LFC, said:

“The views and experiences of our fans will directly influence our ticketing policy for years to come. We understand that ticketing is an emotive subject but by working closely with the Supporters Board and hearing from our fanbase, we can ensure any changes we make are considered and focused on the needs of our supporters.”

“We would like to thank the fans for their ongoing passion and support and we look forward to receiving their valuable feedback through this survey as we continue to shape the future of ticketing together.”