The marketing of season tickets in the English Football League during a cost-of-living crisis: the importance of financial sustainability and the role of economic, social and cultural capital

English Football League (EFL) clubs rely on season ticket (ST) sales as an annual revenue source. ST sales during the cost-of-living crisis in 2022 theoretically took on more importance given clubs' rising operating costs. Conversely, supporters may have faced a difficult choice in purchasing or renewing STs. This paper - through a Critical Realist approach - explores how the importance of financial sustainability was represented in the ST marketing deployed by EFL clubs ahead of the 2022/2023 season. The online ST-related promotional material of 71 EFL clubs was thematically analysed. Key themes consisted of economic mitigations, the importance of the supporter base, and the value promised to supporters. Retroduction uncovered a ST sales structure which unifies EFL clubs and supporters, between whom economic, social, and cultural capital are continuously exchanged. These forms of capital generate economic revenue for EFL clubs, and elevation within the supporter habitus for ST holders.