Sir Jim Ratcliffe, co-owner of Manchester United, is currently on the defensive as fans express dissatisfaction over ticket price increases right on the heels of his ambitious plans to construct a new 100,000-seater stadium. With Manchester United languishing at the lowest points of its league performance and facing backlash from supporters, Ratcliffe’s recent charm offensive seems to be falling flat.
According to reports, United announced price hikes for the 2025-26 season, implementing a five percent increase on adult season tickets, equaling roughly £2.50 more per game. This adjustment raised prices for season tickets between £608 and £1,121. Youth tickets remain relatively affordable, and there’s still some support for OAPs with concessions remaining, but overall, United missed repeated calls from the Manchester United Supporters' Trust (MUST) to freeze ticket prices amid rising living costs.
CEO Omar Berrada acknowledged the fans‘ loyalty and patience, expressing, “We appreciate the loyal and patient support of our fans, especially our season-ticket holders who represent the core of our match-going support base,” as cited by the Daily Mail. Despite the club's efforts to formulate what they considered fair pricing, the timing of these price escalations drew major flak from fans during what many would term this season as one rife with under-performance.
During the announcement, MUST reiterated, “For several months we have argued long and hard … to freeze ticket prices for next season,” indicating disappointment about the inadequacies of the club's responses to their arguments. The organization disputes the appropriateness of the new match categorization model which has led to the expectation of additional charges for premium games, putting even more strain on supporters who already feel hemmed-in by rising costs. With the new pricing model, non-season ticket holders face increased charges for attending high-demand matches, which is yet another source of discomfort for many loyal fans.
While the ticket price adjustments were one facet of Ratcliffe's management, several criticisms surfaced following his recent tenure as part-owner after purchasing 27.7 percent of the club last year. Not only did the Bedminster billionaire’s management result in mass layoffs—over 450 staff were let go—but it also started to unsettle the legacy of past club icons. Notably, Terminating Sir Alex Ferguson’s £2 million annual salary as global ambassador left many fans questioning Ratcliffe’s commitment to the club's tradition.
This series of decisions culminated with the announcement of plans for the new stadium, coupled with various media interviews where Ratcliffe stated, “If I got abused as much as the Glazers, I’d have to walk away.” These sentiments appear to have gone over poorly with the fan base.
Richard Keys, former Sky Sports presenter, voiced skepticism about the viability of Ratcliffe's stadium project, stating, “That stadium United have announced will never get built. Something might – but the oversized tent they’ve said they’re going to put up won’t.” This jaded outlook reflects the overwhelming distrust among supporters toward potentially lofty promises.
The £2 billion project, which aims to give Manchester United its long-awaited stadium facelift, is also seen as potentially jeopardizing the team’s resources for on-pitch success, leading fans to worry more about short-term performance than long-term infrastructure improvements.
The mix of enforced ticket price hikes and Ratcliffe’s tarnished public image, not to mention his unkempt promises, have led many supporters to feel they are losing their connection to the club, contributing to the notion of Manchester United losing some of its magic. For these fans, the notion of demanding change seems to echo loudly, and as unrest rises, they are learning how to channel their frustrations more effectively.
With protests ramping up over recent weeks, including demonstrations organized by the protest group The 1958, it’s become imperative for Ratcliffe to engage positively with supporters or risk dragging Manchester United's reputation even lower. Acknowledging fans as central to the club's mission can no longer be merely stated—it must become action.
Fans are watching closely to see how Ratcliffe will respond to the financial pressures and pressure from the supporter base over maintaining their allegiance during such gloomy times on the field. The club must tread carefully as it seeks to navigate the rich heritage of its iconic legacy against the backdrop of its uncertain recent history.
