Graham Potter has made a direct and heartfelt appeal to West Ham fans about season ticket renewals and the timing of the message says it all.
West Ham’s owners made an unprecedented announcement last month.
The Hammers board have been making it clear the club will be restricted by PSR this summer.
West Ham are not alone in that regard.
Premier League Profit and Sustainability Rules have been tightening belts across the the top flight.
Sometimes absurdly so with mega rich Newcastle and ambitious Aston Villa forced to sell top players just to satisfy the regulations.
West Ham are in the top six spenders since 2022.
West Ham’s desperation for cash clear for all to see
Now they will have to be a lot more prudent with this summer’s dealings with sales needed to fund Graham Potter’s rebuild.
Graham Potter has promised Hammers fans ‘an exciting summer window’.
West Ham’s owners have responded to Graham Potter’s pledge too.
But all the evidence needed regarding the desperation for cash at the London Stadium came in that announcement last month.
The owners sent messages directly to the club’s season ticket holders before an official announcement on its website that West Ham season ticket renewals were being brought forward by two months.
Potter’s begging letter to West Ham fans about renewals
Historically season ticket renewal deadlines have been around July time for the Hammers.
There have been some seasons when that was brought forward to June or May.
But West Ham brought it forward to March and even offered a series of perks – including bonus loyalty points – to supporters who renewed before the end of last month.
Now Potter has sent a begging letter to West Ham fans about season ticket renewals.
West Ham sources told Sean Whetstone that season ticket renewals had ‘got off to a good start but were only moderately better than usual’ despite the offer of three loyalty points for renewing before the end of March.
The Hammers hierarchy stated that historically ‘most people leave it until the last 10 days’ of the renewal deadline.
West Ham are clearly leaving no stone unturned to drive renewals after a disastrous season.
Because even the manager is now appealing to fans to get their season tickets sorted.
‘You’re a huge part of our plans’ Potter tells fans
“You’re vital to what we want to achieve,” Potter said in a message sent directly to existing season ticket holders, with a link for them to renew their seats.
“You’re the most important part of everything we do and we want to make sure you’re on our team again for the 2025/26 season.
“Your role pushing us on from the stands is vital as we strive to have a successful campaign.
“You’re a huge part of our plans – so renew your season ticket today and commit for the year ahead.”
Whetstone ran a poll on social media regarding season ticket renewals recently.
He asked his 55k following on X: ‘Are you planning to renew for next season?’
Of just under 1,200 votes – which it cannot be guaranteed were from West Ham fans, let alone season ticket holders – just under 20 per cent said they have already renewed.
Poll suggests drop in renewal rate, but many leave it late
Another 44.1 per cent said they plan to renew.
Just under 37 per cent said they were not planning to renew.
Whetstone revealed that since moving to the London Stadium West Ham have enjoyed renewal rates between 88-97 per cent.
So an overall renewal rate of around 64 per cent – as the poll suggests could happen – would be an unpleasant surprise for cash-strapped West Ham.
But, as Whetstone points out, supporters often claim they do not plan to renew but change their minds when the final deadline approaches.
Especially amidst renewed optimism during the transfer window.
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