Midtjylland ticket cut reveals Forest response to fan cost concerns
Nottingham Forest have reduced ticket prices for their Europa League tie against Midtjylland, cutting adult prices to £15 and £30 and setting children’s tickets from £5, with refunds promised for fans who paid earlier, higher rates. The move, made after disappointing sales and fan feedback about initial £50–£70 pricing, signals the club attempting to boost attendance and atmosphere for Vitor Pereira’s side while addressing concerns about following midtjylland across Europe.
Nottingham Forest ticket changes
Forest first offered tickets at between £50 and £70 and then applied a £10 discount for season ticket holders and club members before further reductions to £15 and £30 for adults and from £5 for children were confirmed. The club said it will refund supporters who bought at the earlier prices, and reiterated that it is “deeply committed to keeping prices affordable for our loyal fanbase” while noting that “our supporters can be the difference between winning and losing, ” a line attributed to head coach Vitor Pereira. The pattern suggests the club judged price cuts were the fastest lever to repair relations with fans and to increase the likelihood of a fuller City Ground on Thursday evening.
Midtjylland tie and competition context
Forest’s decision takes place against a congested European programme: the club qualified for European competition for the first time in three decades and have already travelled to Spain, Austria, the Netherlands, Portugal and Turkey during the campaign. Midtjylland won 3-2 at the City Ground in the competition’s earlier league phase, and with Premier League fixtures against Fulham at home and at Tottenham Hotspur immediately following the two matches with midtjylland, the club said sales had been slower than anticipated. The figures point to a clash of priorities for some fans: a lengthy European itinerary and crucial domestic fixtures have added cost and schedule pressure that depressed demand for this home tie.
Nottingham Forest Supporters Trust reaction
The Nottingham Forest Supporters Trust published a survey that highlighted fan concerns over season-ticket pricing and the extra cost of travelling to European games; one respondent said, “European football should have been something everyone could enjoy, but the prices meant some fans simply couldn’t attend. ” In a separate ticketing detail, the club said in a Tuesday announcement that, if they progress to the quarter-finals, MyForest Core members will receive priority for the quarter-final home leg ahead of MyForest Core members that haven’t purchased a ticket for any UEFA Europa League game. That choice indicates the club is attempting to balance rewarding dedicated members with incentivising purchase behaviour for this stage of the competition.
For now the next confirmed milestone is the home leg on Thursday; if the reduced prices succeed in filling more seats, the data suggests Forest could recoup some matchday revenue through volume while restoring goodwill with supporters ahead of the Premier League tests that follow.
