The summary ousting of season-ticket holders from long-held seats in a privileged position near the pitch is bang on message for an ownership that repeatedly overlooks the centrality of the loyal fan in favour of profit.
The owners of season tickets long associated with those seats learned six days before the 1-0 defeat to Wolves that going forward, they would be sitting somewhere else yet to be determined.
United fans are getting nothing back from the club (Photo: Reuters)The insensitivity of the move triggered the unrest of fans who duly paraded their dismay on banners in full view of Sir Jim Ratcliffe in the directors’ box and the players as they made their way to the pitch.
Yet this season has shown the willingness of fans to unite against the exploitation of their love of the shirt. In number lies power.
City fans planned their latest protest against ticketing issues before the Aston Villa game on Tuesday. United fans staged a sit-in after the recent Manchester derby too.
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Anger has hardened into a cause, giving birth to the Stop Exploiting Loyalty movement.
United’s stipulation for minimum use of season tickets has risen from 15 to 16 games in order to retain ownership. They have, however, frozen prices for under-16s. Whilst that is a win for the fans it does not go nearly far enough.
The relationship with fans is not transactional but romantic. Once smitten fans surrender all reason, entering into a kind of contract that commits them for life. The clubs know this very well, and take advantage through the tills in club shops up and down the land selling any old tat.
The way to do this is through subsidy, a discounted price policy that acknowledges the commitment that ordinary supporters make to attend games.
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Fan groups are beginning to recognise this and organise accordingly. The French Revolution was an act of spontaneity triggered by centuries old abuse by a rich elite of the rank and file that could no longer be contained.
It rests in the devotion of fans who turn up no matter what in the hope that tomorrow will be better.
After a record 15th Premier League defeat United fans are steeped in that sentiment. The answer is not to downgrade their seats, but to reward them with tickets at a fair price.
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