"Hard economic times can also foster innovation," writes Tom Dunmore of Pitchinvasion.net, "and it's no surprise that a supporter-owned and run club, FC United of Manchester, this summer became the first club I've heard of to allow supporters to set their own season ticket prices."

The Unibond League club, which was formed in protest of the American-tinted takeover of Manchester United, explained this decision was prompted by the club's operating losses over the past two seasons. The club's Board issued a statement in May reading: "We need to raise more revenue but we don't want to do this by imposing unilateral ticket price increases - particularly in the current economic climate and in keeping with our philosophy of providing affordable football." The club set a £90 ($148) minimum for season tickets, £50 ($82) less than the 2008/09 season ticket price, but said supporters could contact them to discuss the price. The board recommended supporters pay £140 ($230), and more if they could afford it. So far, the plan appears a success. According to the club's website, FC United has earned £113,000 ($186,000), only £12,000 ($20,000) short of its stated goal.

The only other team to follow FC United's initiative so far has been another supporter-owned team - Scarborough Athletic, which formed a couple of years ago to replace Scarborough. Boro offers a range of price options, starting at £65 ($107) on its website. The club asks fans to "bear in mind that the club would probably have set fixed season ticket prices of £95."

 

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