West Bromwich Albion fans are to be rewarded for their loyalty after the club's Wembley heartache by being offered reduced season ticket prices for the 2007/8 campaign.
The club revealed yesterday that the cost of a season ticket at The Hawthorns would now be reduced by 25 per cent compared to last season with a ticket now averaging £349. A child can join a parent in the stands for just £49 a year.
Club chairman Jeremy Peace said business had been brisk at The Hawthorns' ticket office, even within 24 hours of the defeat to Derby County in the play-off final.
He said: "We actually approved the reduction in season ticket prices before Wembley and therefore irrespective of whether or not we would be playing Premier League or Championship matches next season.
"We had expected perhaps immediately after Wembley for the ticket office to be quiet but the fans showed us their incredible loyalty by coming down and renewing their seats for the next campaign."
The chairman said the club had drawn up a pricing structure which would act as an incentive to supporters to buy a ticket for the whole season rather than individual match tickets.
He said: "The day after the Derby match was very encouraging in terms of season ticket sales even though we had perhaps expected it to be quiet.
"Some undoubtedly feared the deadline to renew their seats was imminent but we have actually extended it until the end of the month to accommodate the demand and clear the paperwork of Wembley and sales at this point in time are very strong.
"We have to be very proud of the fact that we can offer a parent a season ticket for their first child at just £49 and £99 for an additional child.
"This really is extremely good value and we are also re-introducing discounts for students in full-time education. There is a saving for season ticket holders of around 35 per cent or eight free matches which is excellent and is probably better than the deals offered by many other clubs in the division."
Albion's finance director Mark Jenkins said: "Season ticket holders have shown their loyalty by paying in advance for at least 32 games come rain or shine and at times due to TV schedules these games may be moved to 8pm on a Monday night or noon on a Sunday.
"We felt therefore that our prices should reflect their loyalty and reward them in some way."