Exclusive: Sheffield United confirm season ticket price cut for 2016/17 season

Officials at Bramall Lane announced the move last night after co-owners Kevin McCabe and Prince Abdullah bin Mosaad bin Abdulaziz Al Saud acknowledged it was important to “recognise the recent frustration” of supporters following a difficult League One campaign.

United are 12th in the table - six points behind the play-off positions - with nine matches remaining and McCabe confirmed the 10 per cent reduction will still apply even if Nigel Adkins’ side reach the Championship.

“We are not giving up on promotion but, at the same time, all here at the club recognise it has been a difficult season,” McCabe said.

“Our (ticket) campaign shows how much we value our supporters.

“This season we have not enjoyed the type of success we anticipated and consequently our supporters have had to endure this journey with us.

“Therefore, the Prince and I felt it was appropriate that the club reduced season ticket prices to watch the Blades next season.

“We hope this provides a real boost to everyone concerned with the club when it is most needed.”

Prince Abdullah, who acquired a 50 per stake in United three years ago, endorsed the decision, adding: “There is an absolute desire to regroup immediately to achieve progress for our great club. Some clubs have frozen prices but we are taking the positive step of introducing lower prices bringing everyone together; current and past season ticket holders, young and old.”

The cut, which forms part of a wider campaign entitled “United Reunited”, means it could cost as little as £12.52 (adults) and £1.54 (juniors) per game to watch Adkins’ team, which hosts Crewe Alexandra on Friday, next term.