Leeds chairman floats dynamic ticket pricing at Elland Road

Leeds United chairman Paraag Marathe has said the club could look at dynamic ticket pricing, City AM reported on 8 October. He was speaking at the Leaders Week London conference at Stamford Bridge.

According to City AM, Mr Marathe said: "Off the pitch, something that I've been thinking about is pricing tickets in the stadium doing dynamic pricing, similar to how the airline industry does it." He added that there was "probably an opportunity to do it in a way that does increase revenue, but also makes it affordable for your most hardcore fans".

He suggested prices could be based on how often supporters attend and how much they interact with the club, and said that the club currently prices "in tiers based on what we think" and does not let AI make decisions. City AM's headline describes the idea as "AI-powered"; the quotes it published do not say an AI system would set prices.

What is and isn't decided

These are remarks at a conference, not an announcement. FCKFIFA found no Leeds United statement setting out any new pricing scheme. Other reports we found, including a critical Football365 opinion piece, quote the same remarks and do not add independent reporting.

Why it matters to supporters

Dynamic pricing means the price of a seat moves with demand. At clubs that sell out every week, supporters' groups fear it only moves one way. City AM notes that organisers of Euro 2028 in the UK and Ireland have ruled it out for that tournament. If one Premier League club adopts it, others may follow.