CHIEF executive Andy Ambler has revealed a successful run in the FA Cup would go a long way to balancing Millwall's books this season.
The Lions face non-league side Luton Town in the fifth round on Saturday, having already knocked out Preston North End and Aston Villa, with a place in the quarter-finals at stake.
The match, which kicks-off at 12.45pm, is being broadcast live on ESPN and both clubs will be due a broadcast fee of £233,200, while Millwall have already won £157,000 in prize money.
And Ambler is hoping that a win at Kenilworth Road could pave the way for a repeat of the club's famous run to the FA Cup final in 2004.
He told NewsAtDen: "It's important for us to do well in the cup because the money goes a long way to reducing our losses. How many years has Millwall ever made money?
"I think the answer is one, certainly in recent history, and that was in 2004. The club effectively broke even after the FA Cup final.
"The club is not set up to be profitable at this moment in time but a cup run like in 2004 is a way of making money – or at least not losing any.
"Another win on Saturday will put us into the quarter finals, in which all of the games are televised. That means every club is due another sum for being on TV.
"There's a high percentage chance of a sell-out in the next round, be it at home or away, as well as drawing the likes of Manchester United, Manchester City, Arsenal and Chelsea.
"One of those glamour ties away can be worth over £1million. In a season where finances are tight and attendances have been down, the FA Cup is a chance for us to recoup some of our losses.
"We have made nearly £400,000 from the FA Cup so far this season and, if we win against Luton, we will double that figure – minimum. If you get the right draw in the next round, you could treble it.
"The game is as important financially for the club as it is on the pitch."