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Last Updated: Friday, 20 April 2007, 16:20 GMT 17:20 UK
Scudamore upbeat on ticket prices
Premier League chief executive Richard Scudamore
Watch the full interview... Football Focus
Sat 21 April, from 1210 BST
Premier League chief executive Richard Scudamore is hopeful that increased television revenue will lead to a reduction in ticket prices.

But he does not believe it is the responsibility of the Premier League to enforce changes in prices.

"The clubs have choices with that extra income," Scudamore told Football Focus.

"The Premier League is not going to sit and prescribe what choices they make but a lot of the clubs are considering the attendance-marketing issues."

Most clubs will either be holding or reducing prices because they recognise they have to keep grounds full
Richard Scudamore

The Premier League agreed a new 625m deal for overseas television rights in January that covers the next three seasons.

The 625m raised is double that from the current overseas television deal and takes the Premiership's earnings from media rights over the three seasons to more than 2.7bn.

During the period of the contract the team finishing bottom in the Premiership will earn in the region of 26m and the champions 50m. Chelsea received 30m for winning the title last season.

While describing a direct link between increased revenue and reduced ticket prices as "too simplistic", Scudamore added that clubs are taking the issue of pricing extremely seriously.

He added: "I think some clubs have got their fingers a little burnt over the last couple of years by thinking they can do things with pricing a little bit aggressive and ambitious.

"I think those days have gone.

"The early indications are that very few clubs will be putting their prices up. Most clubs will either be holding or reducing prices because they recognise they have to keep grounds full.

The Premier League does not have any jurisdiction on ticket pricing and I don't think it should
Richard Scudamore

"I'm entirely satisfied the clubs themselves are taking it as seriously as they can and that we at the Premier League are not complacent."

And he admitted that sometimes it is a good idea for clubs to reduce their prices to ensure that their grounds are full.

"I agree with Charlton chief executive Peter Varney," added Scudamore. "It is worth sacrificing some revenue - if you have to - in order to keep the grounds full.

"It is not a recipe for everyone but for those that have to it is absolutely necessary."

But Scudamore strongly argued that it would be wrong of the Premier League to instruct clubs on ticket costs.

"We don't have any jurisdiction on ticket pricing and I don't think we should," said Scudamore.

"It is very much an individual club issue - an individual market, an individual stadium, an individual fan base and an individual decision.

"We do have an interest in ticket pricing, we have a great interest in keeping the grounds full which is why we have a rule book that refers to tickets and ticketing."



SEE ALSO
Premiership in new 625m TV deal
18 Jan 07 |  Business


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