For the past five years the hunt for suits and suitors has alienated the people who matter most at Craven Cottage - the fans who stood by the club in its darkest days
is a delightful club for the neutral to visit two or three times per season. The walk to the ground is unsurpassed in English football: from Putney Bridge Underground station past Hurlingham Books, surely the most picturesque of its kind in London. You walk down the Thames Path past Fulham Palace and through Bishops Park, before dipping down onto Stevenage Road.
Fulham have designs on breaking into the Premier League’s top half but, at the last count, their revenue was the 11th highest in the division despite being based in one of the most affluent parts of the country. They were roughly £50m behind West Ham and £15m behind Brighton. “When I first spoke to the Fulham Disabled Supporters Association they gave me some advice and that was that Fulham is the sort of club that can have a business class or first class and have fans that turn left on a plane,” was the quote from Alistair Mackintosh that you hear a lot from Fulham season-ticket holders now.
The headline price was £3,000, the highest non-corporate season ticket price in English football, but there were significant rises across the board. The high-end corporate section appeared to be bleeding into the areas around it. If the pricing strategies themselves have angered supporters, it has been exacerbated by what they call a misguided communication strategy.
In May 2020, owner Shahid Khan praised supporters for the community spirit demonstrated during the pandemic and promised that, in the years to come, there would be “no loss in the sense of family, tradition and belief that are signatures of Fulham Football Club”.
But there’s two obvious problems with this. Firstly, according to Fulham’s last published accounts, gate receipts represented only eight per cent of the highest posted annual revenue in Fulham’s history. It was dwarfed by broadcasting, commercial and prize revenue. “Again in the early 2000s, Fulham supporters blocked plans by the then owner Mohamed Al Fayed when he sold Craven Cottage.
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