Tickets for football fans visiting Southampton this season will cost no more than £20, after the Football Supporters' Federation (FSF) collaborated with Saints sponsor Virgin Media to subsidise tickets.
Virgin Media, who believe that "football fans should be at the heart of the game", are supporting the FSF's 'Twenty's Plenty' campaign, an attempt to counteract the increasingly expensive ticket prices in the Premier League
"Importantly, capping tickets at £20 to St Mary’s makes it affordable for fans travelling to support their team away from home," said Kerry Bright, chief marketing officer for Virgin Media.
"We are helping to enact change for the good of fans so they can get a fairer deal. We hope by taking this step we set a good example in football for other clubs and sponsors to follow".
"Following your side on the road can be expensive and, despite football being wealthy we believe very little of it is used to reduce costs for match-goers", said Kevin Miles, chief executive of the FSF.
"Our partnership with Virgin Media shows this doesn't have to be the case. Tens of thousands of the most loyal fans will receive cheaper tickets next season thanks to this partnership which will also serve to highlight the obstacles facing travelling fans and reinforce the message that 'Twenty's Plenty'."