Ticket prices: Sunderland announce season ticket reductions for 2016/17

The relegation-threatened club will offer an adult season ticket at the price of £350

Sunderland supporters at the Stadium of Light (Getty Images)

Sunderland have led the way in the debate surrounding ticket prices by announcing season-ticket discounts at the Stadium of Light.

The relegation-threatened club will offer an adult season ticket at the price of £350, which averages at £18 per game if they stay in the Premier League.

Even if Sam Allardyce’s side fail to keep their heads above water and drop out of the top flight, the price will still compare favourably with their fellow Championship clubs

The Black Cats’ announcement comes amid an intensifying debate on the cost of attending football matches.

During Sunderland’s recent trip to Anfield, Liverpool supporters protested against their owners’ decision to increase prices by staging a mass walkout in the 77^th minute.

Fenway Sports Group, the owners of the Merseyside club, subsequently backed down and reversed their plans, but the spotlight has remained on the issue of pricing.

By valuing their most expensive season ticket at the relatively low sum of £475, Sunderland appear to be leading the way.

“Keeping the cost of watching football at a realistic level is something that is very topical at present, but for us it has always been top of our agenda,” said club chief executive Margaret Byrne.

“We know that the fans are what make this football club great and we hope that as many fans as possible will continue to have the opportunity to come to games and support the team.”

West Ham United’s season ticket prices will also be reduced for the 2016/17 season.

The club announced last April that they will apply widespread discounts as a result of the windfall received from the Premier League’s latest television deal, worth £5.13bn.