ALAN Williams, Millwall's commercial director, has revealed that a four percent increase in season ticket prices was unavoidable.
Lions fans have seen prices rise by, on average, £1 a game for the 2014-15 campaign.
And Williams has said that extra revenue is needed to help the club comply with Financial Fair Play regulations.
He said: "With the club's wage bill rising and FFP coming into effect, we have had to look at increasing season tickets.
"It works out at about £1 per game, per person, so it's not a big increase.
"It's a four percent rise and that helps our finances. A slight increase in revenue will make it a little bit more palatable for the chairman to maintain his current level of investment.
"We have to make money but we're sensitive to the fact that we must offer value for money. An increase after four years without an increase is acceptable I think.
"It's hard telling people that they have to pay more money for something, especially when we haven't had the most exciting of seasons, but prices have only gone up a small amount.
"We haven't put matchday ticket prices up because that happened two years ago and I don't think it would be fair to go above the £30 threshold."
Millwall are promoting next year's season tickets with the motto 'Stronger Together'.
Williams explained: "We want to put a message alongside any announcement we make. This is the first campaign that we're really sending out with a message behind it.
"As everybody knows, this team play better when the fans are behind them. When The Den is really rocking, the atmosphere is second to none.
"What we are trying to say is that if players and fans stick together, we will be stronger. We want to put across that our fans are appreciated and needed.
"It's not just a marketing blurb."