Sweet responds to BBC survey

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Hatters chief executive Gary Sweet has responded to the BBC’s annual Price of Football survey that was published this morning.

The survey is intended to benchmark the value for money (or otherwise) supporters get from their football clubs across the top five leagues in England.

It reported that the cheapest season ticket at Kenilworth Road was £330, but the club revealed on their official website that statistically, around 40 per cent of all adult season ticket members purchased their tickets at £300, and only 1.5 per cent of all adult season ticket members purchased at the £400 – the maximum price quoted.

Sweet said: “The survey is a welcome piece of work and could, if researched more acutely, become a valuable entry into the football calendar.

“While we’re delighted that we have been identified as one of the least expensive clubs to see a goal – even if the report is 10-20 per cent adrift – I would have preferred to see more accuracy in the report and a fairer analysis, such as terracing prices to be separated or extracted, and for discounts to be included.

“This is the first season we have increased general prices – to most – since we became custodians in 2008 and we were keen to reward loyalty with an amnesty for those wonderful people who have continued to support us during the Conference era; which we’ll endeavour to reward for future seasons.

“At Luton Town, we pride ourselves on offering our supporters good value for a professional service and an exciting day out. We know we’re not perfect but we’re getting there.

“Our supporters should expect to receive better value from the club in future as we recognise that football, at the top level, could be in danger of forgetting its true fans, as the real cost of supporting a club is eating too much into the average or lower man’s wage.”

However, Town fans did get the third-best value per goal among English clubs for their season ticket last season, according to the price-per-goal figure of £4.69, behind only Fleetwood and Coventry.