The first ever walkout protest in Liverpool’s history is being planned for Anfield on Saturday, when supporters’ groups are urging fans to leave their seats in the 77th minute of the game against Sunderland in opposition to the club’s ticket pricing policy announced for next season.

The significance of the 77th minute is that the top-priced ticket in the newly reconstructed Main Stand has been set at £77, up from £59. Spirit of Shankly and Spion Kop 1906, the two most prominent Anfield supporters’ groups, have been in active discussions with Liverpool with a view to bringing prices down, and both are disappointed that at a time when TV revenue has gone up massively the club has instead pitched its most expensive season ticket at £1,029 (£54 per game).

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In announcing the price structure at the start of the week Liverpool claimed 64% of season tickets would decrease or freeze, and drew attention to a limited initiative whereby local fans could buy tickets for as little as £9, but angry supporters have dismissed that as mere window dressing. “Liverpool think it is acceptable to make more money than ever before from supporters,” a statement put out by the Spion Kop 1906 group read.

“There are some small reductions but the news overall is that prices are going up by quite large amounts,” a Spirit of Shankly spokesman said. “This is despite the fact that the club promised to work with supporters’ groups and take their views on board. In dealings we have had with the club the people at Anfield have always been reasonable and approachable, our frustration at these unnecessary price hikes is entirely with the owners. We believe the decision making here has come from Boston [where the Fenway Sports Group is based].”

The 77th minute walkout plan was suggested by the Spion Kop 1906 group, the supporters largely responsible for the flags and banners produced at that end of the ground, though Spirit of Shankly back the idea and urge as many fans as possible to make their feelings known. “There have been demonstrations at Anfield before, but never a walkout protest,” the SoS spokesman said. “It is something of a first and we have no idea how it will go, but one thing that is certain is that hundreds of supporters and season-ticket holders are furious about the prices going up again. If as many people walk out as have contacted us over the last couple of days the effect will be noticeable.

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“We are obviously not taking this decision lightly, we are supporters of the club after all, but this is now a moment in time for fans to show how they feel about constantly being asked to fork out more. If people do not take this opportunity to register a protest we will be seen to be accepting of the price rises and the moment will have passed.”

Supporters groups might have been naive in expecting Liverpool to reduce or even peg overall admission prices, though the thrust of their argument is that the traditional fanbase is being priced out and the distinctive matchday atmosphere has suffered as a result. They thought the club understood some of those concerns and are disappointed that an opportunity to try to reverse the trend has been lost.

Ian Ayre, Liverpool’s chief executive, said it was impossible to please everyone. “What is affordable to one person is different to another,” Ayre said. “With that in mind we tried to create a range of prices. We have listened to fans’ concerns and come up with some new initiatives, and we hope there is something for all.”