Because they can charge more per game for pay on the day and different people coming every week spend more money buying merchandise than pass holders so revenue It is why German clubs sell a lot less season passes than we do to keep different people coming. Of course, as I said earlier, only works if demand outstrips supply. Man Utd, Liverpool, Arsenal etc could do it and sell memberships like Bayern but wouldn’t work for the rest. Brentford have brought in a membership scheme to get access to on the day tickets.Doesn't make sense though? If Villa haven't got 3,000 unsold ( empty, same thing) seats every game why are they reducing season passes 'to sell more on the day'?
Do you mean there are less season passes to buy so you have to pay on the day?