Dear Liverpool supporters,

It has been a tumultuous week. On behalf of everyone at Fenway Sports Group and Liverpool Football Club, we would like to apologise for the distress caused by our ticket pricing plan for the 2016-17 season.

The three of us have been particularly troubled by the perception that we don’t care about our supporters, that we are greedy, and that we are attempting to extract personal profits at the club’s expense. Quite the opposite is true.

From our first days as owners we have understood that serving as custodians of this incredible institution is a distinct privilege and as such, we have been driven solely by the desire to return LFC to the pinnacle of football. In the world of modern football, growing the club in a sustainable way is essential to realising this objective.

To that end, we have never taken a single penny out of the football club. Instead we have injected vast sums of our own money to improve the playing squad and modernise LFC’s infrastructure – exemplified by the £120million advance from FSG to build the new Main Stand. This massive undertaking was made in order to provide more supporters access to Anfield and also to produce additional revenue to help us compete financially with clubs that have greater resources. When it opens in August this year, the stand will accomplish those goals, thereby fulfilling a promise we made upon acquiring LFC in 2010.

We were strongly engaged in the process to develop the ticketing plan for 2016-17. We met directly with representatives of LFC’s Supporters’ Committee and along with LFC management, wholeheartedly agreed with major concerns raised, notably: access for local and young supporters; engagement and access to Anfield for local children; access to Premier League matches for those in Liverpool most challenged by affordability.

We believe the plan successfully addressed these concerns and are disappointed that these elements have been either lost or, worse, characterised as cynical attempts to mask profiteering in the plan as a whole. Rather, we prefer to look at them as the parts of the ticketing plan we got right.

On the other hand, part of the ticketing plan we got wrong.

In addition to the other elements of the plan we proposed price increases on a number of tickets. These pricing actions generated growth in general admission ticketing revenue on a like-for-like basis exclusive of revenue from newly-added GA seats.

We believed by delivering a vastly improved seat offering in what will be the newest stand in English football, concentrating the price increases on those tickets typically purchased by fans least sensitive to affordability, and highlighting the need for LFC to begin repaying the £120million advance from FSG for the new Main Stand that these increases were supportable even in the context of growth in revenues from the new Premier League TV deal.

However, the widespread opposition to this element of the plan has made it clear that we were mistaken.

A great many of you have objected strongly to the £77 price level of our most expensive GA seats and expressed a clear expectation that the club should forego any increased revenue from raising prices on GA tickets in the current environment.

Message received.

After an intense period of consultation with LFC management we have decided to make major revisions to our ticketing structure for 2016-17:

• Removal of game categorisation – regardless of the opposition fans will pay the same price for matchday tickets.
• The pricing of tickets will be readjusted to result in zero revenue growth from GA ticketing on a like-for-like basis.
• Though individual ticket prices may move marginally from this season, we are freezing our 2016-17 GA ticket revenue at the 2015-16 level exclusive of newly-added seats in the new Main Stand.
• The price of our highest general admission ticket will be frozen at the 2015-16 level – £59.
• The price of our highest season ticket will be frozen at the 2015-16 level – £869. The lowest price reducing a further £25 from the 2015-16 level to £685, as well as all other tiers being frozen or reduced.
• £9 GA seats will be offered for each and every Premier League match, an allocation of more than 10,000 tickets across the season.

We would hasten to add that the other initiatives announced last week in the 2016-17 plan will remain:

• 17-21 young adult concession – 20,000 tickets across the Premier League season available at a 50 per cent reduction for young people.
• 1,000 tickets to Premier League matches across the season will be given away free of charge to Liverpool schoolchildren based on merit, as recommended by their teachers.

As a sign of our commitment to this improved ticketing structure, we are further announcing that this plan shall be in effect for both the 2016-17 and 2017-18 seasons. For the next two seasons, LFC will not earn a single additional pound from increasing general admission ticket prices.

We believe we have demonstrated a willingness to listen carefully, reconsider our position, and act decisively. The unique and sacred relationship between Liverpool Football Club and its supporters has always been foremost in our minds. It represents the heartbeat of this extraordinary football club.

More than any other factor by far, that bond is what drives us to work tirelessly on behalf of the club and its future. We have great conviction in our world-class manager and our young, talented squad and know that in time the on-pitch success we all crave will be realised.

We look forward to sharing in that success with you.

John W Henry, Tom Werner, Mike Gordon

Click here for a full breakdown of ticket prices for 2016-17.

A new milestone was reached yesterday in the renovation of the Main Stand, with the “topping out” ceremony taking place:

The expansion project will see the Main Stand transformed into one of the largest all-seater single stands in European football, while incorporating an additional 8,500 fans and state-of-the-art facilities.

Topping Out, a tradition in the construction industry to bestow good luck on a new building, is held when a structure has reached its maximum height. The expanded Main Stand now stands at more than double the height of the existing stand – after a year of construction work at Anfield.

Liverpool FC’s chief executive officer, Ian Ayre, joined first-team manager Jürgen Klopp, non-executive director Kenny Dalglish and a host of Liverpool legends to mark the occasion with construction workers on site.

The highlight of the event saw the group joined by the 10 legends including Ian Rush, Robbie Fowler, Gary McAllister, Jamie Carragher, John Barnes, Ian St John, Phil Neal, Alan Kennedy, Ian Callaghan and Roger Hunt to sign a piece of structural steel, which will later be lifted and secured into the Main Stand’s new roof. The roof has been specially designed to project the noise from fans down onto the pitch, protecting the unique Anfield atmosphere.

The signatures will remain on the steel for the life of the building.

(Liverpoool – Official Site)

The pair picked up knocks in the first half of last weekend’s 2-2 draw with Sunderland at Anfield that required them both to be substituted before the interval.

However, while Lovren’s issue isn’t thought to be too serious, with the centre-back pencilled in for a return ahead of next week’s fixture with Augsburg, Allen will require a period on the treatment table.

(Official site)

However, there was some good news (as well as Skrtel returning to training), with Sturridge, Coutinho and Origi all likely to play a part at the weekend against Aston Villa. Klopp also commented on one of the young players who has impressed recently:

“With Cameron Brannagan, the young boys like Pedro [Chirivella] and Cameron are sometimes ill like kids are!

“He was ill for one week and when I saw him before the West Ham game, I’m not sure but I think he’d lost two or three kilos and he doesn’t have many, so it was not too good!

“He’s back but I think we have to feed him for a few days and then he’ll be available!”