Let's make this clear as people still don't seem to get it. They announced Silver BEFORE the renewal process started. They didn't have a clue at that point how many would or wouldn't renew, particularly those who'd deferred. They said there would be a limited number, as an experiment. We don't know the number but I'd guess it's around 1,000 at the very most and people, either new or existing season ticket holders, bought all of them. It's an effort to fill the stadium, in order to make the atmosphere better. If people who buy these tickets then don't use them, the experiment will probably be discontinued, and we'll try something else. We've been looking at various ways to encourage the use of Ticket Exchange, which there will be some changes to next season, and we'll continue to do that.
We have far more season ticket holders than Liverpool, in a similar sized stadium, which means more fans can have a cheaper option than paying matchday prices. We offer cheap tickets at the back of SS3. We offer Value Gold tickets. While I'm not thrilled about aspects of our matchday pricing, you can get a PL ticket for £30 occasionally. We have category pricing, where Cat C games are over 30% cheaper than Cat A games, whereas at Anfield or OT, you'd pay the same price to watch us, as you would to watch Bournemouth on a Wednesday night. We also offer cheap cup tickets.
As a result our matchday income is significantly lower than Liverpool's. About £30m lower off the top of my head. That's equivalent to buying a Haaland. The club could simply say that they won't offer any new seasoncards, regardless of the number who don't renew, until we get down to the same 25k as Liverpool. Then people would have something to moan about.