St Mirren’s decision to reduce Celtic’s ticket allocation at St Mirren Park has come under scrutiny again.
Back before the allocation reduction, Celtic fans were allocated two stands for their visits, a move that necessitated shifting St Mirren season ticket holders for these fixtures.
However, following complaints from the home supporters, the Paisley club opted to limit Celtic’s allocation to just a single stand. This decision was made in the hope that St Mirren fans would step up to fill the vacated seats, creating a more vibrant home atmosphere.
Yet, the outcome of this decision during Sunday’s match was quite the opposite, with an attendance of just 4,400 in a stadium that had 3,500 seats lying empty, while scores of Celtic fans found themselves outside, unable to secure a ticket.
This scenario raises significant questions about the practicality and business acumen behind restricting away fan allocations, especially when the visiting team has a large and willing fan base ready to support their team.
From a business standpoint, the decision appears to be a misjudgment. Football clubs, especially in times where financial stability is not to be taken for granted, should seize every opportunity to maximise matchday revenue. The presence of away fans not only contributes to ticket sales but also boosts spending food, and beverages. By halving Celtic’s allocation, St Mirren forfeited potential revenue, a move that seems counterintuitive in the modern football business model, where financial considerations are paramount.
Supporters of the decision might argue that prioritising home fans could foster a more intimidating home atmosphere, theoretically giving the home team a competitive edge. However, the stark visual of empty seats and the diminished matchday atmosphere on Sunday tell a different story. Instead of creating a cauldron of support for St Mirren, the decision led to a subdued environment, arguably detracting from the home advantage they sought to amplify and as we saw, Celtic won fairly comfortably.
Another dimension to this issue is the relationship between a club and its most loyal supporters. While accommodating season ticket holders is a priority, the strategy to displace a significant number of enthusiastic visiting supporters overlooks the broader community spirit of football. The game thrives on passionate support, and away fans are a crucial part of the matchday tapestry, adding colour, atmosphere, and intensity to proceedings.
The situation at St Mirren Park serves as a case study in the delicate balance between catering to home supporters and embracing the broader football fanbase. While the intentions behind reallocating ticket distributions may have been rooted in a desire to bolster home support, the execution and subsequent impact highlight a misstep with implications for fan experience and club finances alike.
Football is as much about the fans as it is about the players on the pitch, decisions that lead to empty seats and frustrated supporters should not be happening. It’s time to have an adult conversation about a positive way forward and make sure that if seats can be filled safely, then it’s high time people get over themselves.
