Stoke City chairman Peter Coates has written to season ticket holders to renew their membership for next season.
In his letter to supporters, Coates tells them they have played a critical role in the club's success since he and his family bought the club back off the Icelanders in 2006.
"A number of factors have contributed to that success," he writes, "not least the tremendous unity throughout the club and the incredible support for the team.
"As a season-ticket holder, you are the bedrock of that support."
The Sentinel says he pulls no punches on a run of one win in 11 league games, by adding: "I know that by comparison with some of the good times we have experienced over the past few seasons, 2013 has not been the best of years so far.
"However, I've been in football long enough to know that you have good runs and bad runs and both come to an end.
"It's also clear to me that bad runs generally come to an end much quicker if everyone stays together.
"These are difficult economic times and that is why we do our very best to keep prices as low as possible.
"If you are in a position to renew, I urge you to continue to show your support of the club."