MILLWALL chief executive Andy Ambler believes increasing season ticket prices to cut financial losses would have "sent out the wrong message" to supporters.
The Lions announced earlier this week that season tickets for the 2013-14 season have been frozen at this year's prices, with significant savings to be made when purchased before April 17.
A season ticket in the Cold Blow Lane end costs just £320 – less than £14 a game – while U12s can sit anywhere in The Den for £23 when their ticket is bought in conjunction with an adult's.
Ambler admits the club needs to make more money but says doing so at the expense of loyal fans would not have been right. He told NewsAtDen: "We value our season ticket holders very highly.
"The feedback we've had from people is that this is a very fair offer. With Financial Fair Play coming in, we've got to look at ways of generating more revenue.
"But what we're not doing is bumping up our season ticket prices. That would send out the wrong message to the faithful that come to games week in, week out.
"We have 6,500 season ticket holders and we want all of them to follow us next season."
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