Liverpool On Sale - So Will Familiar Ticket Misuse Issues Arise Again?

With tickets for AFC Bournemouth's upcoming fixture against Liverpool having gone on sale on Tuesday morning, demand is expected to be significant, however, amid the usual scramble for seats returns an age-old issue - never-seen-before Cherries "fans" frantically scouring forums and social media in the quest for a seat for the game.

It's a regular occurrence, and breaking news... a lot of these people will be Liverpool supporters.

Whenever AFCB entertain the Reds, Arsenal, Manchester City - indeed, any of the Sky Sports "big six" - with away tickets being snapped up in a heartbeat, opposition fans then look to secure tickets in home areas, by offering sometimes irresistible amounts of money to their Cherries friends who simply cannot say no.

This season, the introduction of mandatory digital QR codes for entry might make passing on tickets a little bit more difficult, however, despite that - misuse is expected to continue, and as such, Cherries fans are being warned of the potential ramifications of any wrongdoing, as well as being reminded that they should remain proactive in reporting any known incidents to the club.

AFC Bournemouth's own figures from last season should serve as a warning to anyone considering doing so, outside of the club's authorised processes.

The Cherries sanctioned 186 incidents of ticket misuse during the 2025/26 season, representing a 25% increase compared with the previous campaign. With the club continuing to investigate suspicious activity, the consequences of being caught can be far more serious than simply losing access to one match.

According to the club's update released in June, 186 incidents were reported by club staff, matchday stewards and supporters, while the ticket office also carried out random ticket checks at both home and away fixtures.

The investigations covered a range of activity, including ticket transfers, resale and touting, concession abuse and opposing supporters occupying AFC Bournemouth sections.

Punishments ranged from written warnings and match bans to indefinite suspensions from the club's ticketing system, the loss of Cherries Points and the loss of season tickets.

The increase in cases highlights just how seriously the club is taking an issue that directly affects the integrity of its ticketing system.

AFC Bournemouth's sanctions policy specifically lists the unauthorised sale or transfer of tickets as a "Level 3 offence".

This includes listing or advertising tickets for sale, including through third-party websites and social media, as well as selling or transferring tickets using a method not authorised by the club. The misuse of concession-priced tickets and the use of general admission tickets by away supporters in home sections are also included within the same category.

The sanctions guidance shows that even a first incident can potentially result in a written warning or a suspension of between one and ten matches, alongside the potential loss of Cherries Points or a season ticket.

For repeat offences, the consequences can become considerably more severe, with sanctions ranging from ten-game suspensions to three-year bans and, in the most serious cases, indefinite club bans.

The introduction of digital ticketing across the Premier League is expected to change things somewhat, as, whilst a physical ticket can be handed from one person to another, digital ticketing creates a closer link between the ticket and the account through which it was purchased.

That could leave supporters attempting to get around the system by sharing access to their AFC Bournemouth ticketing accounts.

But with the club already carrying out investigations into suspicious supporter accounts and conducting random ticket checks, that is not necessarily a risk-free solution.

There is also the possibility of random ID checks, meaning the person attending the game could potentially be asked to demonstrate that they are the legitimate ticket holder.

For a high-demand fixture such as Liverpool, where the pressure to obtain a ticket will inevitably be greater, supporters are advised should think carefully before handing over account access or arranging an unofficial sale.

AFC Bournemouth says its continued action against ticket misuse is designed to protect the integrity of the Cherries Points scheme and ensure general admission tickets are allocated to genuine supporters.

That is particularly important for fixtures where demand exceeds supply.

If tickets are routinely purchased by one person before being sold on, transferred unofficially or used by someone else, it undermines the system and potentially prevents genuine supporters from attending.

That is why the club is encouraging supporters, staff and stewards to report suspected misuse and why investigations remain a major part of its ticketing operation.

This is being echoed by many fan groups, including the Cherries Trust, whose chair Heather Hoggatt recommends that Cherries supporters do not shy away from reporting potential ticket misuse:

"We fully advise that Bournemouth supporters who suspect that home seats are being utilised by away fans should report all incidents to the club using the available channels", said Hoggatt.

"Our small stadium means that it is increasingly important that Dean Court's atmosphere is never diluted, therefore would advise that fans think twice about re-selling their tickets, and to instead contact the club if for some reason their purchased ticket cannot be used on the day"

AFC Bournemouth's sanctions policy provides an insight into what can happen once an allegation has been made.

A supporter accused of breaching the club's rules will normally be notified and given the opportunity to provide their own observations. The club may also gather information from other supporters, staff and police, as well as reviewing CCTV where appropriate.

Where an allegation could result in a club ban, a temporary suspension of a season ticket or ticket purchasing privileges can be imposed while the investigation takes place.

Cases are then considered through the club's Incidents Panel, with the policy stating that decisions are made on the basis of the balance of probabilities - meaning the panel must believe it is more likely than not that the alleged incident occurred.

Supporters also have a right to appeal certain decisions, provided they can submit additional relevant information that was not available to the original panel.

Supporters can follow a number of routes to report incidents on matchday and beyond.

On a matchday, they can speak to a steward or any member of AFC Bournemouth Staff, or they can use their confidential text line by sending an SMS to 80818 starting your message with AFCB. Alternative, they can email the control room at [email protected]

On a non-matchday, fans interested in reporting incidents of ticket misuse can submit these to the ticketing team by emailing details [email protected].

Similarly, they can email [email protected] to speak with the clubs Supporter Liaison Officer or [email protected] to speak with the Operations Team.