Sheffield Wednesday season tickets hurtling towards record as CEO targets bumper weekly turnout
Momentum is building at Sheffield Wednesday.
Season ticket sales at Sheffield Wednesday have hurtled past the 15,000 mark and are on course to far exceed numbers in recent seasons as the club builds on the momentum built by its takeover by Arise Capital Partners.
Large swathes of a disenfranchised fanbase moved to boycott spending at the club in the last 18 months in response to its spiralling fortunes under ousted former owner Dejphon Chansiri, with The Star of the understanding that season ticket sales dropped to somewhere in the region of 17,000 last time out - a dip of over 2,500 over the summer of 2025.
Ticket pricing structures reflected the need to reward not only existing ticket holders but those who had lapsed for any reason in the last five campaigns. Junior and concession prices were also amended while the club offered a zero interest payment option to spread the cost over four transactions.
The offer of a new Wednesday seems to have enticed many supporters, many of whom queued out of the door not only on release day last Friday, but into Monday. The club’s CEO David Bruce has spoken about a desire to push towards a far greater fan experience at S6, with commercial opportunities enhanced alongside the everyday match-goer offering.
Bruce has spoken about a desire to surpass 21,000 season ticket sales and is putting plans together to encourage a vastly improved week-on-week footfall at the stadium.
“There are things we want to do here (at Hillsborough),” he said at a Supporters Trust AGM earlier this week. “It’s fan and commercial opportunity. We obviously want to work here first and look at that asset; can we make it what we want to make it? We heard earlier about making it a 40,000; but is it 40,000? Is it 45,000, is it 50? Who knows?
What I do know is that coming off the West Brom game that at 33 or 34,000 a week, if we can do it for that game, we can do it for any game. That’s what I’ve asked the commercial team; bottle that final game of the season and show it to people. Who wouldn’t want to be part of that? It was unbelievable. That’s how I think about it.”