Special report: Bolton Wanderers' controversial membership scheme explained

A glance around the empty home seats on Sunday afternoon, or a flick through many disgruntled social media complaints suggest there is still some resistance from the fanbase three weeks after the club officially announced it was changing the way that matchday tickets were sold.

Crowds numbers at the UniBol have been encouraging since the return of supporters in August, with Bolton currently tucked in behind Sunderland, Sheffield Wednesday and Ipswich in League One on an average gate of 16,726 to date.

The FA Cup first round game against Stockport County was an important first litmus test as to how many fans were willing to register their details, and a crowd of 11,138 which included more than 5,000 away supporters suggest there were plenty who either simply refused or struggled to do so.

WANDERERS’ HOME STRETCH IN THE FA CUP

Including replays, Wanderers have played at home in each of the last 11 seasons in their first available round of the FA Cup.

2021/22 – Stockport County 11,138.

2020/21 – Crewe (no fans allowed).

2019/20 – Plymouth 6,992.

2018/19 – Walsall 5,506.

2017/18 – Huddersfield Town 11,574.

2017/17 – Sheffield United 7,027.

2016/17 – Eastleigh (replay) 8,287.

2015/16 – Wigan 16,788.

2014/15 – Blackpool 11,180.

2013/14 – Sunderland 12,204.

2012/13 – Macclesfield (replay) 9,466.

2011/12 – York City 13,120.

2010/11 – Lincoln City 11,193.

Back on October 25, chief executive Neil Hart launched the membership scheme claiming it would have “many benefits”.

“It will potentially help us have better contact with supporters and is also a great way for fans to become part of the official Wanderers’ family,” he said.

“We also want to make sure match day feels safe and welcoming for our fans who are there to embrace match day for all the right reasons.

“Following discussions with key stakeholders, we believe this is the most effective and sensible route to take.

“It’s a five-minute process for supporters to undertake either online, over the phone or in person at the Ticket Office. This will imminently become the only way fans can purchase a match day ticket therefore as a club, we encourage all fans to set aside a few minutes to become an Official Club Member.”

The news arrived as somewhat of a surprise to supporters, as there had been no prior warning from the club that a membership scheme was being considered. There had also been no consultation process with supporters’ groups, including the Bolton Wanderers Supporters’ Trust, with whom the club has recently signed a Memorandum of Understanding, ensuring regular structured dialogue from board level.

It is no coincidence that just nine days earlier, trouble had flared between supporters of Bolton Wanderers and Wigan during a League One game.

Despite a significantly boosted presence from Greater Manchester Police and statements appealing for calm in the build-up to the game, problems quickly emerged as items were thrown on to the pitch, advertising hoardings ripped down.

Arrests were made outside the stadium for public order offences and for the assault of a police officer.

Several fans were ejected from the ground during the course of the afternoon but The Bolton News understands that identifying many of the trouble makers became practically impossible, due to the way tickets were purchased.

The club issued a statement on October 26 claiming it had banned nine supporters, who must agree to meet with club safeguarding staff and stewarding teams before they will be allowed entry to the stadium again.

The incident followed problems at the end of last season, in which large crowds gathered outside the stadium for a behind-closed-doors game against Exeter City in which Bolton could have secured promotion.

A small number of supporters broke into the building after the final whistle and set off smoke bombs in the concourse.

Findings from the Home Office show that, as of August 1, 47 bans had been dished out to Whites fans over the course of the 2020/21 season, which was an additional 14 on top of the 33 already in place after the 2019/20 season. This came at a time when no supporters were allowed into the building because of the pandemic.

The rise in trouble at Bolton, coupled with the inadequacies of the previous ticketing system, have forced the club into action to avoid police costs escalating further than they currently stand.

It is understood that GMP strongly recommended the extra security measure of a membership scheme, having privately expressed concerns.

The most recent available figures show that Wanderers spent £151,690 on policing in the 2018/19 season, as a Championship club.

Policing costs (July 1-June 30)

2015/16 - £191,267

2016/17 - £164,341

2017/18 - £167,088

2018/19 - £151,690

In order to mitigate further cost rises, Wanderers have introduced a membership scheme which requires all non-season ticket holders to register before purchasing a seat for a game. This does not apply in the hospitality areas of the ground, including the directors’ suite and box.

While the scheme itself may be logical, the timing of the move has been called into serious question, and many supporters have been left confused by the launch – which was effectively achieved by a singular statement on the official website.

Some were left confused by the ‘network’ option, which allows members to link their tickets to other supporters or family members. Children and elderly supporters (non-season ticket holders) are also required to register but each must have a valid email address.

The membership process itself is advertised to take only a few minutes and will be required once per season. Critics claim it will prevent the ‘casual fan’ from turning up at the University of Bolton Stadium on the day, as registration is needed at least 24 hours beforehand.

Concerns have also been raised that an online membership scheme is less accessible to older supporters, some of whom will not have access to the internet.

Parents have also complained that registering an email address for a child who is not usually able to own one (i.e. under-13s with many providers) is also an unnecessary step. It has now been clarified that a minor may share the same email as their parent.

Ticket office staff say they will offer assistance to those who need it – and the club hope that after an initial settling period, there will be fewer problems further down the line.

Some ethical fears have also been expressed about data collection and whether it is morally correct to make a football club ‘members only’.

Wanderers hope it will help curb problems on the terraces and, in turn, reduce potential policing costs in the future.