Financial services company Deloitte has reassured UK football clubs that ticket sales can be maintained during the recession with careful planning around pricing. Premier League clubs have recently been announcing their ticket pricing strategies for next season, with some freezing and some cutting prices.

Paul Rawnsley, director of the Sports Business Group at Deloitte, said, "More than ever clubs need to understand the price perceptions of their fans so they can decide on sensible price strategies...

"Clubs can ensure attendances hold up if they consider price points carefully and provide strong value for money...

"For example, offering deeply discounted tickets for children is becoming more common and this can help fill any empty seats, nurture the future fans of the club and provides assistance to families who buy more than one season ticket.

"The desire to see live football remains high - and many individuals may choose to cut their expenditure in other areas to retain their season ticket fix. In addition, football attendance is strongly habit forming and also offers a social aspect, and a release - a valuable diversion from the difficulties of everyday life...

"At the top end of the game many stadia remain virtually full. Five of the six English clubs featured in the recent Deloitte Football Money League have capacity utilisation rates of over 95% this season, indicating a continuing strong demand.

"These levels of support might suggest that any future drop off in existing season ticket holders could be filled by other supporters currently frustrated by the lack of opportunities to attend."