West Ham boss Slaven Bilic feels the club has it right over ticket prices.
Bilic wrote in the London Evening Standard: "Football is a business but it is also for everyone. It is not like champagne and caviar, football is bread and milk and fans should be able to afford to go.
"Ticket pricing has been a hot topic and was when I visited the club's Reservation Centre at Stratford yesterday to meet fans who have been waiting for season tickets for the Olympic Stadium.
"It was good to see what the club have done, with adult season tickets at £289 — currently the cheapest in the Premier League for next season — and Under-16s just £99."