So here goes... I am part of the problem, but also potentially part of the solution! What do I mean? I'm a season ticket holder whose seats sometimes are not used. The two main reason my seats are ever empty are I can't make a game, or my friends aren't interested in going to a certain game. As you may have noticed, Stoke at home on a Sunday in April when we seem locked in on 6th place in the league is a tough sell to anyone. So then we should accept that this season home games in the league run in will be poorly attended?

I disagree STRONGLY! Let me explain. When a season ticket holder logs onto the official ticket exchange they normally see 2 options. One is always present, it is is titled, Transfer to Friend. It does exactly what it says on the tin so to speak! The issue becomes sometimes none of my friends want to see Stoke at home in April! That's where the second option comes into play, Sell on Ticket Exchange. Now normally this second option exists, and I can put my seats up for sale, and some random Arsenal fan can buy them at face value and everyone is happy!

But, and this is the crux of the current half empty stadium issue, the club has a certain number of tickets it sells each match. And until it sells those tickets, every other season ticket holder only has the option to Transfer to Friend. Thus, if the club hasn't sold out Stoke at home on any given Sunday in April, then we end up with a sparsely attended game.

Here's my solution: let the season ticket holders put their seats for sale at a price of their choice. So, Let's say the club has 10k unsold seats for Stoke at home. And there are 10k season ticket holders who can't attend. Why not let seats be sold for less than their value! My seats give me 18 home league games, and upto 7 home cup games, that roughly equates to £67 per game per seat. There are better and worse seats so that average varies across the stadium, and Stoke at home is never going to be as popular as Liverpool at home etc.

If I could put my tickets for sale at £20 rather than the club chosen price, then suddenly you open up games to younger fans who can't afford forking out close to £100 for a game.
So who loses out, the notional loser would be the club, as essentially it would be allowing season ticket holders undercut it - but until it provides the relevant stats, its not obvious how much it would actually lose out on. Who wins?
1. Younger fans and non season ticket holders can now get to a game for much cheaper than normal!
2. Season ticket holders get the satisfaction their seats are not empty and getting something back.
3. The players get a much better atmosphere for these end of season games.
4. The reputation of the club improves as it puts atmosphere and younger fans ahead of its own bottom line!

This is something the club could do with a little technological investment to it's ticket exchange site. The goodwill it would generate would far exceed the potential drop in revenue. COYG!