Sunderland Chairman Niall Quinn
has said that his club's decision to cut season ticket prices for next season was driven by a sense of "moral responsibility."
The team will lower season ticket prices by at least £30 ($45), while children accompanied by an adult will be able to buy season tickets for £19 ($30), just one pound per game.
"Sunderland has a proud history and we want to make sure all its greatest days aren't just in the past," Quinn wrote in the match magazine notes to Saturday's game against Stoke City.
"Taking the current economy into account we've made a bold and brave decision to sacrifice income in an effort to add strength in [crowd] numbers. This in turn will help drive this club forward. We
understand the strains the credit crunch is placing on people's lives. We have a moral responsibility as a club and my hope is that by significantly reducing prices for everyone we can ensure that
our fans are able to keep supporting the club at a time when money is tight."
Sunderland's Stadium of Light has a capacity of almost 50,000, but crowds have dipped in recent months
and Quinn is worried that young fans will not develop the habit of going to games. "I'd implore any would-be season-ticket holder to bring a young supporter with them next season almost as a duty
to ensure that we enable young fans to be able to come to and love this club as existing fans and supporters of bygone years have always done," he said.
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