Manchester City have seen empty seats at the Etihad in the last few weeks, and what happens next matters to supporters.
It wasn’t just Pep Guardiola who suffered from post-Christmas Blues. As his Manchester City team walked into an injury crisis that saw their Premier League title challenge falter, supporters have been hit by the most congested spell of home games for a decade with nine matches at the Etihad in the first two months of 2026.
Everyone has pulled through, with the team advancing in four competitions and the club selling more than 440,000 general admission tickets in this spell. But there have also noticeably been empty seats in four recent matches across three competitions, shooting to the surface grumbles from fans that have been going on for months and even years.
We are not at the level of anger that has turned into official protests over the last few years. Last year’s walkouts during games helped to visually highlight the discontent of fans and helped to secure a season ticket price freeze and cheaper matchday tickets from the club as a result.
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That should at least get the club some credit, especially at a time when other clubs are asking more and more. Not only did Arsenal announce a 3.9 per cent increase in season tickets at the Emirates for the 2026/27 season, they are also adding even more tiers to their matchday pricing that could see a single game cost £168; the most expensive at City this season costs £60.
Nevertheless, relocating 500 fans in the North Stand to make way for a new hospitality area has seen protests at the Etihad and even where there isn’t anger among City fans for an increasing number there is – just as dangerous – apathy setting in: the feeling that, as it gets more difficult to watch their team, it simply isn’t worth bothering with anymore – either at all or as much as they used to.
Helped no doubt by the fact that they have seen Guardiola’s side win the lot in recent years, some fans have had enough and in a recent survey of around 3,000 by 1894, a fan group focused on matchday atmosphere, over 200 said they were considering giving up their season ticket for next year.
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Adam had been a season ticket holder for close to 40 years and joined the original City Matters committee when the official fan representative groups were introduced across the Premier League. It only served to accelerate his exit from matchdays and after giving up his season ticket in 2021, he has pretty much stopped going to any games.
“I just find the atmospheres are pretty lame these days at most games. But you know, but also VAR’s a big thing, the petty officiating and just general modern football really on the pitch. But also, I got to 40 years old thinking I’d never seen my team play at Wembley and now I wouldn’t even contemplate going back to Wembley. I’ve been however many times I went, but there’s no way I would pay that sort of £300 day out anymore for that experience,” he told the Manchester Evening News.
“There is the life journey element there as well I think after 2023. I was lucky enough to go to all of those, all of these trophies in 2023 [when City won the Treble] and the analogy I used after that was it’s like if you’re a mountain climber and you just did Everest, do you wake up the next day and want to go and climb a hill? That was a natural breaking point as well, I guess, for me.
“I have a big group of friends in the South Stand. They have season tickets and they come from far and wide. So there’s literally always tickets available out of that group. Even after I stopped my season ticket, I would still go to most matches. But now I don’t even take advantage of these free tickets that are always going, I just don’t go at all anymore.”
Fatigue is natural, and even with the price freezes or reductions going to multiple games quickly becomes expensive – especially when the team is as successful as City is; Salford at home was the 21st game at the Etihad this season, more than Manchester United will have at Old Trafford in the entire campaign. The club have sold more than 99 per cent of tickets for Premier League games but must still ask themselves why other games are less attractive.
A League Cup semi-final when City are already 2-0 and you may be thinking about another trip to Wembley for the final, a Champions League dead rubber where the team’s defeat to Bodo/Glimt could force another home game for the play-off, and FA Cup ties against lower league opposition are all examples where fans may simply prioritise saving their cash. Even measures such as the loss of free parking around the ground in the last two years has been enough for some to drop a cup scheme, or decide it isn’t worth the price of a ticket and a 30-minute walk in the rain.
The same goes for the £35 that it costs for matchday membership, allowing fans to buy tickets. For casual fans wanting to attend a few games a season or if existing members want to introduce somebody new, that fee can become a hefty percentage add-on to a ticket or two.
There have also been tweaks to season tickets this season that were brought in to alleviate one major concern but have proven hugely unpopular for another reason. The first is a new minimum attendance policy whereby season ticket holders must attend 10 games personally to guarantee that they keep their ticket.
It has never been said that not attending 10 will definitely mean somebody loses their ticket for next season – the club showed with Flexi Gold tickets (another debate entirely) that they can adapt when they introduce something – and there was a promise that the club would be accommodating for a change that is ostensibly to get rid of people who buy a season ticket and either never go or just go to the big games. How accommodating they will be though, with many thousands of tickets held by those who live in another city or country and are at the mercy of broadcast companies rearranging kick-off times, remains to be seen.
That quota has followed on from Flexi Gold to further ask the question of what a season ticket fundamentally is and what an owner should be able to do with it, but attendance has also been challenged by a clampdown on transferring tickets. Where fans used to be able to send their ticket to any other season ticket holder, now it is only a select few pre-designated members that each one can choose.
Prominent City fans who appear on official club channels have been publicly critical of this, with Big Steve making the changes a major factor in empty seats when he spoke recently: “There’s been a massive change in the ticket policy at Manchester City. If you’ve got a season ticket now and you want to give it to your mate or you want to give it to your son or your pal to take his lad, it’s literally impossible to do that.
“You used to be able to transfer your ticket to a season ticket holder, now you can’t. You’ve got to be on your registered list of people you can transfer to, and how do you know who’s available for what game? You can’t transfer it to a season ticket holder and they’re just making it difficult.
“The other night I was in corporate and I had three tickets spare. I literally couldn’t transfer them to anyone to give them away, so the seats are going empty. They want me to sell the ticket back to the club but then the ticket ends up on Viagogo and all of a sudden your group of mates are sat there and three guys turn up who have paid a load to get there. City have got it all wrong and this is not going to be the end of it.”
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Both minimum attendance quotas and the tightening of ticket transfer were brought in by the club with the intention of boosting the atmosphere and clamping down on safety fears – the number one concern highlighted by fans in the 1894 survey last year. Limiting the unknown people who could get a ticket or flog it on seems a good idea, but the reality has in fact been reducing the number of City fans who feel like they can go to matches or introduce their friends or family to games.
Fans having to use burner phones that just have tickets on to be able to pass around physically because they can no longer electronically send on their ticket is an awfully long way to have travelled from five to ten years ago when the former CEO was talking of how easy he wanted to make it to build as big and wide a fanbase as possible and get 60,000 bums on seats ever week.
And while fans may feel safer, the resentment towards third party ticket sellers will only grow while the club has nine official websites that it uses and others are still able to buy up chunks of tickets for basically every game. City say that there is no guarantee that the unofficial sites actually have the tickets they claim to, but unless or until it becomes more transparent, fans will be suspicious.
When loyal fans such as Sean Riley are being knocked back in their efforts to represent the fanbase on the City Matters panel, a club that is getting more and more support globally still has plenty to do to stop its local core from getting fed up. The next few months have to be spent wisely because they could make an impact for years – especially with the expanded North Stand representing the final major expansion of the stadium.
If the last two months have brought these problems to a head, they are likely to retreat beneath the surface again for the rest of the season. The business end of the campaign starts in March, the weather gets warmer, there are more people around, and there are more than enough Blues wanting to fill the stadium to support the team as Guardiola repeatedly calls for.
The club have already been in dialogue with City Matters about more tweaks to ticket transfer and will look at how the introduction of attendance requirements has gone. They will also be well down the road with setting prices for next season that will have to be competitive and reasonable, not least with 6,000 extra tickets to sell for every match.
City are swimming against the tide, with more and more supporters of all clubs being put off attending games by changes in the matchday experience including VAR, kick-off times moved at short notice, pricing, and atmosphere. It is not just the Etihad where there have been empty seats.
But at the same time, the club have to make sure they are doing everything possible not to add to those issues for their own supporters. The last few weeks have highlighted that a full house every week is not guaranteed if City do not pay attention to what some of their most loyal fans are saying.
