How To Spend It Only How to Search High price of glory 16 May 2001, Mail on Sunday HEN Liverpool step out for the UEFA Cup final this evening, every rival fan in England will wish their team was taking part instead. But success on the pitch comes at a price - and it is supporters who have to dig deep into their pockets. A place on the Kop carries a hefty price tag Liverpool's Premier League campaign and three remarkable cup runs this season have involved 63 matches. But they wouldn't have it any other way.
Football has the sort of brand loyalty that most businesses can only dream about.
When a winning club requires its fans to pay up for extra matches, demand outstrips supply, while the possibility of losing support to cheaper rivals is almost non-existent. The price of success is not just paid by fans of the elite. Supporters of newly-promoted clubs such as Fulham and Blackburn Rovers will pay more to watch their heroes next season. Fans of relegated sides such as Bradford City, Coventry City and Manchester City can look forward to cheaper seats. But while it would be unthinkable for a supporter to change allegiance because a rival team is cheaper to watch, clubs going through a lean spell are starting to realise the importance of offering tempting deals to keep the customers interested.