Ipswich Town managing director Ian Milne has defended the decision to increase the price of adult season tickets next season following an angry reaction from supporters.
Many Town fans are unhappy at the 1.5% rise, with the club having endured a forgettable campaign on the pitch.
The increase equates to around 27p extra per game for season ticket holders in the lower tiers of the Sir Bobby Robson and Sir Alf Ramsey stands, with seats now costing £423 for the year.
It's the fourth campaign in a row that prices have gone up at Portman Road.
However, the club have promised to offer a refund of 5% to fans if season ticket sales reach the 12,750 mark by August and they have also expanded the Under-20s concession band to Under-23s in a bid to get more younger fans through the turnstiles.
On the other side of the coin though, concessions for seniors have been raised from 60 to 65 years of age.
Milne has described the hike as "regrettable" but says that it's a necessary step if Town are to have a competitive budget for the 2017/18 season and beyond.
- Why have Ipswich taken this step?
Since Mick McCarthy's appointment in 2012, the club have arguably punched above their weight considering the finances made available for transfers.
McCarthy has spent just over £1.7 million on new players during his time at Portman Road, but generated around £14 million in sales following the departures of Daryl Murphy, Tyrone Mings and Aaron Cresswell.
Owner Marcus Evans will clearly want to bridge that gap and putting season ticket prices up is an obvious way to bring in more money - although Ipswich fans would probably prefer he explored other options instead.