As crowds of fans approached London Stadium for the season opener against Aston Villa, a small group handed out flyers in protest against ticket price hikes and the removal of concessionary season tickets in several areas of the stadium.

Painful increases

The front of the flyer read: My granddad took my dad, and then my dad took me. That's how it used to be, and I always hoped I could take you, son. The back featured a QR code urging fans to sign an online petition, hoping to persuade the club to change its policy on concessions and ticket prices. Over 17,000 signatures have been collected. The decision to eliminate concessionary season tickets in areas 1-4 has frustrated fans. If new supporters don't want to sit in the seats farthest from the pitch, they will have to pay the standard adult price. Tickets for those over 66 and under 21 have risen by an average of 7.5%.

The most expensive season ticket is for the West Stand, costing £1,720 for adults, concessionary holders, and those under 21 and 18, an increase of £100 compared to the 2023/2024 season. The second most expensive is for the Billy Bonds Stand, priced at £1,445, a rise of 6.25%. However, it's worth noting that West Ham has already made slight adjustments since implementing this policy. Single-match concession tickets will now be available in areas 5 and 6 of London Stadium. In a statement, the club said this came after listening to fan feedback and meeting with supporters' groups. They added: This will be the case for all future Category AA and A matches throughout the 2024/2025 season, while concession discounts will be available in all seating bands for all Category B and C matches, as well as all home cup games, except for seats in the West Stand and Billy Bonds Stand.

© Queen Elizabeth Park

Losing the youngest generation of fans?

Keep fighting — it's ridiculous what this club is doing, said an older fan as he passed the group handing out flyers. The 1-2 loss against Aston Villa drew 62,463 fans, but a planned boycott of the Betway Cup friendly against Celta Vigo on August 10 saw only 15,000 attendees. Paul Colborne, 68, chairman of Hammers United, was among those distributing flyers. If you want to buy a new season ticket and don't want to sit in zone five or six, it's going to cost you an absurd amount of money, he said. Not all grandparents or parents can get to zones five or six because there are so many stairs.

I'm afraid the younger generation will be forced to watch other clubs. Those who can afford it probably won't want to come because their friends won't be here. This will honestly kill our fan base. That's why we're here, handing out flyers, Colborne added. Fan James Kemp, 43, couldn't attend the loss to Aston Villa. He believes the prices prevent him from attending matches.

© Stephan Hoogerwaard

It's incredibly disappointing and painful that I can't take my son to games this season, he said. I simply can't afford to pay full adult prices for my six-year-old. This club is nothing without its fans, and the next generation of supporters is being squeezed out. My son is heartbroken that he can't go and watch the team, especially the new signings. He eats, sleeps, and breathes West Ham because the club is so special to him.

The next home league match is against Manchester City on August 31. The protest organizers hope that even fewer fans will be in the stands than at the season opener.