West Ham United have been struggling from a public relations perspective of late, after the east London club revealed they made a £27.26m financial loss since May 2019. The Hammers’ accounts department stated that ensuring their survival in the Premier League was “an absolute necessity” and that relegation would bring “serious financial consequences”. Additionally, West Ham’s accounts praised “world-class manager” Manuel Pellegrini who has since been sacked. But the latest in a myriad of PR blunders is refusing to reduce the extortionate price being shelled out by children’s parents to become a mascot for the club.
No other side in the Premier League charges as much as West Ham does for a place amongst their starting eleven pre-game, up to £700. After the Junior Supporters’ Board voiced their discontent at the eye-watering fee, instead of reducing the price, the Hammers have promised to make three, free places available at all home matches next season. A member of the clubs Junior Supporters’ Board Amilah Dobson, voiced her concern on the issue revealing the club are: “Making over £100k a year from kids to be mascots.” However, the club has stated they made £29,000 from mascot fees last season.
Regardless, instead of profiting from their youngest supporters, it might be wise for West Ham to encourage them. Past studies have already discovered that young adults are ‘put off’ by the price of football, so there is a risk of the number of young fans decreasing.
By adopting a similar method to Manchester City, Liverpool, Arsenal, Chelsea and Manchester United – who assure that spaces are available for free both home and away via a membership prize draw – West Ham would be selling their brand as a club who encourages all to join in their matchday experience, not just those who can afford it.
However, it currently appears they are marginalising young fans who do not have the capability to pay to line up alongside their heroes. It is yet another damning PR move by West Ham, not to reduce the price of the £700 mascot fee, and failing to reduce the cost could risk further damaging public perception of the Hammers.
