Virgin Media is to subsidise away fans’ tickets at Southampton’s St Mary’s Stadium this season after becoming the shirt sponsor of the English Premier League club.
The media business, in partnership with the Footballer Supporters’ Federation (FSF), will pay a third of the cost of visiting supporters’ seats.
Spectators will receive a £10 refund on their £30 tickets as they go through the turnstiles at St Mary’s.
Kerris Bright, chief marketing officer at Virgin Media, said: “Football only exists because of the fans and we believe that fans should be at the heart of football.
“We hope by taking this step we set a good example in football for other clubs and sponsors to follow.
“Importantly, capping tickets at £20 to St Mary’s makes it affordable for fans travelling to support their team away from home. We are helping to enact change for the good of fans so they can get a fairer deal.”
In February, the FSF urged its members to pile pressure on clubs, which in turn led to an agreement between all the teams to cap away tickets at £30 for the next three seasons.
Kevin Miles, chief executive of the FSF, said: “Tens of thousands of the most loyal fans will receive cheaper tickets next season thanks to this partnership which will also serve to highlight the obstacles facing travelling fans and reinforce the message that ‘Twenty’s Plenty’.”
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