SheGulls Official Brighton & Hove Albion Supporters’ Club were not notified prior to the website being updated with Season Ticket information for the 2025/26 season. We were not consulted, or made aware of any changes with regard to price increases, the loss of inclusive cup games from the season ticket package, or the introduction of a new, more expensive, tier for 10-17 year olds. We were not consulted about the atmosphere section either, however we welcome the move to a more central location in the East Stand.

It is our firm belief that when making such critical and significant changes that our supporters be consulted. This isn’t an issue for a select few, this affects us all, and therefore we need clearer and more proportionate representation. We believed that SheGulls could be a vehicle for such an approach, but for whatever reason, we don’t appear to have any voice whatsoever – which is personally and professionally disappointing. We now believe the only way forward is mandatory representation in the form of a specific women’s team Fan Advisory Board, a motion raised with the WPLL/WSL and Nikki Doucet in Football Supporters’ Association consultations on at least two occasions.

We sympathise with any fans who are negatively impacted by this situation and we will continue to advocate on your behalf for improvement in communication between all parties.

– SheGulls

Analysis

• The early-bird price of £77 for an adult season ticket in 25/26 was the standard price of an adult season ticket for the 24/25 season – so essentially the early-bird benefit is you pay last years’ standard season ticket price not this years. It should be factored in this year however, that previously included cup games are now excluded. The full price of a season ticket has gone up from £77 to £93.
• The introduction of an U10 tier (aged 9 and under) means that children aged 10-17 will now pay a higher amount – up from £38.50 to £60. In a welcome move, if you qualify for early-bird pricing, then your U18 season tickets remain the same price as the U10, but from next season that will no longer be the case.
• Cup games now cost £3 per ticket as an upgrade option for season ticket holders – we are not currently aware of any discounts for children.
  A reminder that coach travel to/from the American Express Stadium for cup games is no longer free.
• The wording now definitively states that there will be an ‘invitation’ to an Open Training session – so there will be a cost for attending.
• If you wish to move into the atmosphere section, now located in the middle of the East E stand, you can do so on Thursday 22nd May, if you want to move out of the atmosphere section in East E because that is where your season ticket was last year – you can do so the day before on Wednesday 21st May.
• All other moves can be completed on Friday 23rd May – although presumably that means people moving out of East E will have first dibs on all available seats – which as someone stuck in West A for four years seems a little unfair.
• The early-bird renewal deadline is Monday 19th May at 5pm so if you want to take advantage of the discount, please do so before then!

Observations

The actual price increases, whilst on an upward curve now year on year, are relatively in line with what other clubs charge for their season tickets. I think one of the main issues we would highlight as a supporters’ club is the adoption of an U10’s tier and sharp increase in cost for children over that age. At a time when it feels like we need to be attracting people to come with their friends and become lifelong supporters, making it more expensive for an 11-year-old to attend seems antithetical. I would add that most of the teams outside the ‘big four’ include at least Subway Cup group matches within their season ticket price – though this may change under new revenue sharing rules. Many also offer ‘family’ discounts (the Albion do not) which can help with the financial burden of multiple season tickets increasing simultaneously. We are also currently unaware of whether the alternate row seating policy will remain in place, and if so in what capacity, so that may have a positive impact if the rules there are relaxed.