The cost of living crisis has placed more pressure on our fan base than ever before. Most fans would agree that attending games at Valley Parade is an opportunity to forget life’s pressures for a few hours, and many fans have different game-day rituals. They may go straight to the ground, they may frequent North Parade and enjoy a catch-up with like-minded fans in one of the many fine establishments that grace that location.
It seemed inevitable that due to high energy costs for everyone, this would start to become a challenge for sporting events. The survey released by Bradford City was no real surprise if I am being honest. What we do know is that Bradford fans turn up to support their side.
The survey arrived with a question – Would you be happy for weekend kick-off times at the University of Bradford Stadium to move from 3.00 pm to 1.00 pm, from November 2022 to March 2023, if agreeable with the away club? It is quite clear that there is more to this question, and more substance is needed for a fan to answer this.
@hovispride on Twitter made a really good point in my opinion. He raised a poll on Twitter in which he asked, Which time could you actually attend?
With 189 participants, we see that 25% could only attend a 3 pm kickoff. He then rightly goes on to point out that if this sample was a good representation of the fanbase then a 1/4 of Bantams would not be able to make the 1 pm kick-off, and if this is the case then what is the knock-on effect to Bradford City revenues moving forward?
I am talking about fans who have children playing football on Saturday mornings, those exiled fans who are in the south of England and need that time to reach the ground for kick-off. I know of fans who are based in London, Sussex, and Wiltshire who spend substantial amounts of their money and time supporting Bradford City. If they cannot make 1 pm then their investment for this year is wasted money to them – will they purchase next year based on the experience they have had this year?
I don’t think that any Bradford City fan is wanting the club to struggle. I don’t think that any Bradford City fan is unaware of the rising cost of energy to households and businesses. I just feel that the club needed to add more substance to this survey and do its homework beforehand.
The change of kick-off times has some serious implications for some fans and the cash they have paid into the club this season. It would have been more prudent to ask the fans which time they could consistently make, and advise in their launch of the survey what the cost increase is that the club face so that fans could gain a greater understanding of the challenge ahead for Bradford City.
I now await the results of the club survey and an outline of what due diligence the club will carry out to ensure that their supporter’s investment is protected. It is not only the club after all that is feeling the pressure from the current cost of living challenges.
Steve Hamilton
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