The price of success is not just paid by fans of the elite. Supporters of newly-promoted clubs such as Fulham and Blackburn Rovers will pay more to watch their heroes next season. Fans of relegated sides such as Bradford City, Coventry City and Manchester City can look forward to cheaper seats. But while it would be unthinkable for a supporter to change allegiance because a rival team is cheaper to watch, clubs going through a lean spell are starting to realise the importance of offering tempting deals to keep the customers interested. We have about 10,600 season ticket holders and already 7,500 have renewed for next season.
Some clubs offer season ticket loans through finance companies, often at high interest rates.
While we might not always be the best on the pitch, the club looks after its supporters. Fans of the Canaries felt the benefits when they travelled to Blackpool this season for a cup match. It was postponed 10 minutes before kick-off, but tickets were still valid for the rearranged fixture and the club laid on free travel. Norwich fans can buy their season tickets more cheaply if they renew early, a policy adopted by many clubs. Contrast this with the Liverpool fan's plight.