Stoke City has provided an important update regarding off-field matters as the club prepares for the upcoming 2026/27 season. The club has reported a year-on-year increase in season card sales, now totaling 14,932, thanks to a 19th consecutive price freeze and the unwavering support of its loyal fans. This figure exceeds last season's sales by over 500, demonstrating the strong commitment of the Potters' supporters. The club has also confirmed that seasonal hospitality renewals are at over 95%, the highest for this time of year since their Premier League days.

In addition to season card updates, Stoke City is set to launch its new home kit and club crest in late June. This change is part of a broader initiative to refresh the club's branding, with stadium signage updates also planned ahead of the new season. Fans can look forward to the unveiling of the away and third kits following the home kit launch.

The introduction of new membership options, including Potters Plus and Potters Plus Premium, has been well received by supporters. The Premium membership, which offers an exclusive limited-edition shirt, is nearing its maximum capacity of 1,000 members. This initiative aims to enhance the fan experience and provide additional benefits, including access to away tickets through a ballot system.

Stoke City is also embracing digital innovation with the introduction of in-app ticketing for season card holders and match-to-match purchasers. This feature, which was successfully trialed during the latter part of the previous season, will streamline the ticket purchasing process for fans.

Lastly, Stoke City has been recognized as the EFL Championship’s Family Club of the Year, highlighting the club's commitment to providing a family-friendly matchday experience at the bet365 Stadium. Parents can feel confident in bringing their young Potters to enjoy the upcoming season, knowing that the club prioritizes family excellence in its operations.