Today Liverpool Football Club announced it will "freeze general admission and season ticket prices for the 2025-26 season." This is great news for season ticket holders and regular visitors to the stadium and is in stark contrast to what other clubs are doing, including rivals Manchester United.
The interesting economic aspect of this approach of course is that Anfield repeatedly sells-out. In fact, the stadium has reached capacity at every home game this season across both league and cup games, with more than 60,000 people in attendance. The Champions League games at home had slightly less than 60,000 fans but due to FIFA regulation not a drop in demand. Even the home FA Cup 3rd Round game against League Two Accrington Stanley - a founding member of the original Football League in 1888 - sold out.

As the stadium continuously sells-out, regardless of the competition or strength of the opposition, the owners could increase revenue by raising the price of match tickets.
The question of course is why don't they? Anyone that supports the club will be well aware of the prudent approach taken by the owners. The club has bought just one player in the last three transfer windows.
The answer is not known but could be any of the following, or a combination of these factors. Maybe the owners wish to maximise attendance or the “fan experience”. As fans are part of the atmosphere they themselves create, a full stadium is much better than an empty one. Maybe the owners are maximising non-gate revenue e.g. merchandising, food stands, beverage sales, etc. Or maybe there is some empathy with the fans. This could be a result of pressure exerted by interest groups to keep prices down. Or maybe the owners might use this as an excuse not to purchase new players or renew contracts and claim fans will not pay higher ticket prices.
Arthur Blank, the owner of the Atlanta Falcons and co-founder of Home Depot is often attributed as saying "Fans get the team they are prepared to pay for".