Keith Wyness has issued a word of caution to Leeds United, suggesting that an increase in corporate hospitality offerings at Elland Road may only offer a temporary fix to a much bigger issue.
Speaking on Football Insider’s Inside Track podcast, the former Everton CEO warned that such a move could cause tension between the club and its fanbase, especially if it results in fewer seats for non-corporate supporters.
The issue arises at a time when demand for Leeds United tickets is at a peak. With more than 20,000 people currently on the waiting list for season tickets, Wyness believes that a bigger solution may be needed.
He suggests that either a new stadium will have to be built or Elland Road itself will need to be significantly expanded to meet the surging demand.
This surge in interest in Leeds is hardly surprising. Since Marcelo Bielsa’s arrival at the club, the West Yorkshire side has become an exciting prospect for fans, despite some ups and downs.
Bielsa’s first season may have ended in disappointment without promotion, but the following year saw Leeds finally return to the Premier League in 2020 after a lengthy absence.
Their three-year stay in the top flight came to an end with relegation back to the Championship, but their performances during that time captured the imagination of the fanbase.
Even more recently, Leeds experienced the heartbreak of a play-off final defeat to Southampton in May, but the 2023/24 campaign was nevertheless a thrilling one for the club.
Despite losing key players in the summer, the arrival of some exciting new signings under Daniel Farke has left the team in a strong position to push for promotion once again.
Wyness, however, is concerned that any short-term focus on increasing revenue through hospitality could come at a cost. He believes that many fans will react negatively if this plan reduces the availability of seats for regular supporters.
He explained: “It’s a sticking plaster (increasing hospitality offerings) for a real problem at Leeds. Elland Road is a good stadium but it’s a tired, old stadium – much like Everton’s Goodison Park. I can imagine Angus Kinnear is tearing his hair out because they’re in the Championship, where you can’t really justify putting in a long-term stadium plan. You’ve got to try and get revenue in through short-term fixes in areas.”
Wyness added: “I think it will cause a problem in the Leeds fanbase. They see the queues for season tickets, but will also see the reduction in spaces available if more corporate areas come in. The whole thing comes down to players’ wages and transfer fees. The fans love it when new players come in, but they hate paying the increased ticket prices.”
For Leeds United, this poses a difficult dilemma. The club is naturally keen to increase revenue, and in doing so they may be better able to comply with financial rules that govern clubs in both the Championship and the Premier League.
Yet, at the same time, Leeds must be careful not to alienate its fanbase, particularly those who have been on the season ticket waiting list for some time.
Expanding corporate hospitality areas could be beneficial in the short term, but it risks alienating the regular supporters, who are the lifeblood of the club.
Keeping ticket prices reasonable and ensuring that enough seats are available for non-corporate fans will be crucial if Leeds are to keep their supporters onside in the long run.
While demand for tickets remains high, Leeds should resist the temptation to hike prices excessively.
Doing so could not only frustrate loyal fans but also detract from the very community atmosphere that makes Elland Road such a special place on match days. Sensible planning will be key to balancing revenue generation with keeping the supporters happy.