We only got £9m in the our last season in the PL in 2016/17 with just over a 41,000 average. We then got under £7m with just under 27,000 average in the Championship. I nicked most of this crap below from an old post of mine on RTG
http://priceoffootball.com/tag/sunderland/
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In that 2016/17 PL season I think it was something less than £11.50 average per SAFC fan which was the cheapest in the league. Yet Southampton get over 3 times as much with something like £38 per fan as they raked in £22m from an average of 30,000 average. I think things like their cheapest season ticket being more expensive than our highest and them probably having less concession/free tickets.
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Given their 30,000 capacity, Southampton may well be pricing out fans as they know they can charge more. Leicester look like another club now pricing fans out due to the capacity limitations of their ground but £16 million revenue. This is something we can't do as the larger ground capacity allows for crowd fluctuation and why we had the lowest % of stadium filled over the season. If it was 30,000 capacity then chances are our prices would be higher and those with less disposable income would probably miss out.
People moan about the SOL and empty seats and say they would prefer a smaller but full capacity for 'atmosphere'. Is it not better for all fans the way it is now given that the club don't price out fans unlike many other clubs do now? I don't think they'd ever squeeze the fans to pay more as they know it would affect crowds. It's a fine line for demand/supply at the moment given the on pitch return isn't so good so money needs to come from somewhere else.