Liverpool owners Fenway Sports Group have released a letter on the club’s official website explaining its change in direction.
Some part of the letter read:
Dear Liverpool supporters,
It has been a tumultuous week. On behalf of everyone at Fenway Sports Group and Liverpool Football Club, we would like to apologise for the distress caused by our ticket pricing plan for the 2016-17 season.
The three of us have been particularly troubled by the perception that we don’t care about our supporters, that we are greedy, and that we are attempting to extract personal profits at the club’s expense. Quite the opposite is true.
From our first days as owners we have understood that serving as custodians of this incredible institution is a distinct privilege and as such, we have been driven solely by the desire to return LFC to the pinnacle of football. In the world of modern football, growing the club in a sustainable way is essential to realising this objective.
To that end, we have never taken a single penny out of the football club. Instead we have injected vast sums of our own money to improve the playing squad and modernise LFC’s infrastructure – exemplified by the £120 million advance from FSG to build the new Main Stand. This massive undertaking was made in order to provide more supporters’ access to Anfield and also to produce additional revenue to help us compete financially with clubs that have greater resources. When it opens in August this year, the stand will accomplish those goals, thereby fulfilling a promise we made upon acquiring LFC in 2010.
The owners went further to explain there that the general admission ticket prices at Anfield with be frozen for the next two season following Saturday’s mass walkout.
“We met directly with representatives of LFC’s Supporters’ Committee and along with LFC management, wholeheartedly agreed with major concerns raised, notably: access for local and young supporters; engagement and access to Anfield for local children; access to Premier League matches for those in Liverpool most challenged by affordability.”
“We believe the plan successfully addressed these concerns and are disappointed that these elements have been either lost or, worse, characterised as cynical attempts to mask profiteering in the plan as a whole.”
“Rather, we prefer to look at them as the parts of the ticketing plan we got right. On the other hand, part of the ticketing plan we got wrong.
“As a sign of our commitment to this improved ticketing structure, we are further announcing that this plan shall be in effect for both the 2016-17 and 2017-18 seasons. For the next two seasons, LFC will not earn a single additional pound from increasing General Admission ticket prices.”
In response to that lengthy letter, Liverpool supporters’ union Spirit of Shankly said: “We welcome these changes from the owners and that they have recognized the mistake made and apologized for it.”
“What is important though is that a lesson is learned and that proper engagement and taking note of supporters’ concerns occurs and those views are taken more seriously,” they added.