Leeds United have frozen most season-ticket prices for the 2016-17 campaign and promised fans a refund of up to 50 per cent if the club fail to make the Championship play-offs next term.
United plan to hand back 25 per cent of the cost of any season ticket bought before the end of May if they finish outside the top six in 2017 - and will raise that refund to 50 per cent should sales pass the 15,000 mark by the end of July.
In a separate move, the club have moved to tap into a younger generation of supporters by making Under-11s tickets - priced between £69 and £99 for new and current holders - available across the entire stadium. Those tickets were previously limited the family area in the East Stand.
United also announced big reductions in the cost of Under-16 tickets and will sell renewals for £135 in the North and South Stands. All other prices are frozen and season tickets are due to go on sale from next Tuesday, April 19.
The club’s announcement is a bold response to falling attendances at Elland Road, where Leeds are averaging crowds of under 23,000 this term and have so far failed to pull in an attendance of over 30,000.
The club’s average have fallen from a figure of more than 27,000 in the 2010-11 campaign.
In a statement, United said: “As a clear statement of our intent to gain promotion, in the event that the club does not reach at least the play-offs in the 2016-17 season, we will offer all season ticket holders who purchase their season ticket before the May 31 deadline a 25 per cent refund on their net season ticket price.
“In addition, should general admission season ticket sales surpass 15,000 by July 31, 2016 and the club does not reach at least the play-offs, the season ticket refund will increase to an incredible 50 per cent of the net season ticket price.”
The club said it had revised its junior pricing structure to “encourage as many junior fans as possible to watch live football and experience the unique matchday atmosphere inside Elland Road.”