Hibernian chief executive Dan Barnett has declared the club's recent financial losses "not sustainable," outlining plans to move toward a more stable long-term model. The club faces challenges with unfilled seats in the South Stand, potentially costing between £150,000-£200,000 annually. Barnett insists any decisions will be made only after consulting supporters.

The Edinburgh club is exploring ways to boost matchday income, including potentially allocating more South Stand tickets to away supporters when Celtic and Rangers visit Easter Road. Despite the potential for additional revenue, Hibernian has chosen to freeze season ticket prices for the upcoming season.

"We want to keep football accessible and reward loyalty," Barnett explained, noting that the club broke its season ticket record last year with sales already ahead of that pace again. The CEO prefers growing revenue through alternative methods rather than increasing prices for supporters, demonstrating a commitment to both financial stability and fan affordability.