Dear Charlton Athletic supporters,
As we launch season tickets for the 2026/27 campaign, I wanted to write to you about the progress we are continuing to make as we build Charlton Athletic for long-term success, and to ask for your continued support by renewing or purchasing a season ticket for the year ahead.
Two years ago, I contributed to a letter outlining the changes we had made on and off the pitch. At that point, we asked for your commitment and trust that those changes would deliver a positive impact. We focused on actions rather than promises and I am proud that those actions have translated into real, tangible results.
Over the past two years, we have seen:
- Promotion for our men’s first-team to the Sky Bet Championship
- A remarkable 27-game unbeaten run for our table-topping women’s first-team in Barclays WSL 2
- An academy that continues to punch above its weight, developing and producing outstanding young talent
- The growth of our Schools Partnership programme, strengthening community ties and inspiring the next generation of Addicks
- Continued investment in The Valley to enhance the matchday experience
- Increased visibility for the club, including the opening of our retail store at Bluewater
- Attendances reaching a 16-year high
Our supporters have been central to everything we have achieved. As a true fan, it has been hugely encouraging to see The Valley fuller, louder and united again. A strong home attendance at The Valley is a genuine competitive advantage for our teams, as important as any signing we could make. Your commitment has been outstanding, and it is that same commitment we ask for as we continue moving forward.
Our ambition remains unchanged: to build the most cohesive and sustainable community-driven club in the UK, competing at an elite level. We are proud of the steps taken so far, but they are only that, steps, and there is still much ahead of us if we are to realise the potential that so many of us know this club has. The ownership group, the Board and our supporters can pursue that ambition hand in hand, and we remain dedicated to improving the quality and standards across the entire football club. We have come a long way in a relatively short space of time, which gives me great optimism for what the future holds. Behind the scenes there are many people across the club working tirelessly every day to drive that progress and success, and a strong season ticket campaign is not only vital for the club’s continued growth, it is also a huge source of motivation for all of those people working so hard to move Charlton forward.
Wherever possible, we aim to minimise change for supporters. At the same time, progress inevitably brings some change, and it is important that we continue evolving the club in the right direction. To help guide these decisions, we sought broader input through a season-ticket holder survey completed by 1,500 fans. That feedback, alongside engagement with the Charlton Advisory Board, has helped inform our approach. I want to highlight some of the most pertinent elements of the season ticket programme for the upcoming campaign.
We understand that any price increase matters. To compete at the level we are targeting, however, we must continue to grow our revenues responsibly and sustainably. Like many organisations across the country, we are not immune to the increasing cost burdens facing UK businesses. While there has been an increase on last year’s Phase One pricing, this year’s Phase One rates remain lower than the post-Wembley pricing introduced last season. We also want to thank those supporters who contributed to this campaign’s 16-year season-ticket high by continuing to offer a discounted renewal rate.
As a result, we have updated the stadium map to create a fairer pricing structure. Some supporters will benefit from lower prices under the revised zones. For those whose seats move into a higher pricing band, we will honour the 2025/26 zoning price for the 2026/27 season. Further simplification will no doubt be needed over time, but I believe this represents a step in the right direction.
I would also like to note that the historic Valley Gold season ticket discount will not apply for the upcoming season. As a Valley Gold member myself, I understand how important and precious the initiative has been to supporters over the years. We are currently working in concert with the Valley Gold entity with the aim of bringing it closer together with the football club once again. As part of that work, we intend to introduce a membership scheme which will offer supporters a range of benefits, including discounts and a season ticket rebate, while ensuring we continue building a sustainable revenue base that supports the quality of team we all want to see on the pitch and complies with the increasing cost control measures becoming a feature of the modern game.
I also recognise the feedback we have received regarding the small number of supporters affected by changes resulting from the improvements we are making to the dugouts and West Stand hospitality areas. These improvements form part of our ongoing efforts to enhance facilities at The Valley. We will work closely with those supporters to ensure they are supported through the process and to find the most suitable alternative available.
Finally, I would strongly encourage as many men’s first-team season-ticket holders as possible to support Charlton Athletic Women. Karen Hills and her team have been on an extraordinary journey, making history along the way, and we would love to see even more of you at The Valley backing them. Supporters who purchase a men’s first-team season ticket will be eligible for a 30% discount on a women’s first-team season ticket.
We have important months ahead for both of our senior teams. The progress we are making as a club is only possible with your continued support, and a strong Valley remains one of our greatest strengths.
I hope you will renew your support for the season ahead, whether that means renewing your season ticket, returning after some time away, or joining us for the first time, and help me and everyone across the club drive the next stage of Charlton Athletic’s journey.
Thank you, as always, for your continued support.
Up the Addicks,
Gavin
