Kieran Maguire predicts “short-term pain” for Leeds United after unveiling plans to extend Elland Road capacity.
On the Price of Football podcast on September 26, a football finance lecturer from the University of Liverpool stated that the Whites aim to grow match-day revenue to reach a capacity of at least 50,000 in order to compete at the top level of English football.
While he projected that the club would have no trouble selling full the larger stadium, he also noted that it would need closing off portions of the pitch along the way, which would inevitably keep spectators out while the construction is done.
Maguire said (29m 45s): “If you want to be at the top table, you’ve got to have at least 50,000, and it appears that 49ers investment and Red Bull have decided that Elland Road, which is a fierce and ferocious stadium, creates an absolutely cracking atmosphere, and credit Leeds United fans for doing that.
“The issue is that more prawn sandwiches need to be sold. It’s all well and well to have the fans who make the noise pay, but they have limited resources, therefore there appears to be a strategy to reach 50,000. Leeds United will sell out; they have a long waiting list for tickets, and there’s a great vibe following their promotion a few seasons ago.
“That will involve some short-term pain, I suspect, if they’re going to have to make certain sections of the ground unavailable on a match-by-match basis for a year or two.”
Elland Road expansion plans announced by Leeds United
As part of the stadium’s long-awaited renovations, the club intends to boost capacity from 37,645 to around 53,000.
Because everything in the current game is driven by money, it is not surprising, especially given that most of the stadium is in need of restoration, and the Whites can be quite sure in their ability to attract thousands more supporters each home game due to the level of support.
Leeds United plans to “significantly” increase general admission seating. While top-level football clubs must cater to high-priced corporate and luxury attendances, there is hope that the unique atmosphere at Elland Road is not lost (Mike Dean on Sky Sports, 20 April).
The club recognised that there will be a “loss of seating capacity” during the renovations, so supporters will want to avoid losing out, but this is unlikely to be completely prevented.
The 49ers’ fanbase was concerned after another chaotic transfer window, and Red Bull’s arrival was met with suspicion. However, if the cash that arrived at the club over the past year begins to bear fruit at the ground, it will be a welcome development.
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