New Birmingham City owner Carsen Yeung has been urged NOT to cut ticket prices.

Outgoing chairman David Gold, stepping down after 16 years at St Andrew's, says Birmingham will be relegated if the introduced price-cut becomes a long-term plan.

He said: "Sadly the model for reducing prices doesn't work. In the event that you cut your prices in half, you do not double your attendance.

"Often fans say if you cut your prices, you will fill the stadium. It's not true. What I have been lobbying for through the FA, and particularly when I was in the Football League, was for prices to be cut universally, across the board, every club reducing their prices.

"You can't do it individually and Carson will find, if he keeps doing it individually, he will get relegated. Fans will love him but he will get relegated because the model doesn't work.

"If all your competitors cut their prices it's fine, it does work. But what will happen is the other clubs won't cut their prices and they will get promoted or not relegated, so the model doesn't work.

"If you cut your prices individually, on your own, you will end up in financial difficulties."