With the club fearing that financial difficulties and a poor season on the pitch may lead to a huge loss in season ticket holders, an intriguing scheme has been launched in an attempt to encourage supporters to renew their support for the club in a time of need.

'The Ambassadors' is the title given to supporters who renew their season tickets before May 31st, with prizes frozen until that early date and a number of additional benefits in place for those who take up the offer. Some of the advantages included with this initiative are as follows:

• Club shop discounts, including 50% off the new home shirt if purchased before August and a minimum of 10% off everything bought in the club shop over £20.
• The opportunity to attend the pre-season photo call, meaning players (whoever's left!) can be met etc.
• Unique and limited-edition Ambassadors club badge.
• The opportunity to purchase three match tickets for only £5 throughout the Football League Championship season.
• Guaranteed priority over all other season ticket holders and members for Cup or other high-profile match tickets.

Although nothing spectacular, there are a lot of good incentives there to encourage fans to renew their season tickets. Many fans have criticised the early deadline, and speculation is the club are looking to sell as many season tickets as possible before the mass exodus of players begins. Very cynical, but perhaps the truth! Obviously all general season ticket benefits are included also, which means entry to all 23 FL Championship games and reserve team fixtures.

After the May 31st deadline, things are not so rosy! A hike in prices is rather cheeky considering the dissappointing season we have all endured, but with crippling debts it is not exactly a shock. The club highlights prices in June as 'June Special Prices', but are still an increase on last season, whilst prices rise yet again as we head into July.

Rises after the 'Ambassador' deadline are rather steep, up to 20% in June, and can be over 28% when standard prices kick in. With the average football fan not laughing all the way to the bank, it is surprising that the club can ask for a 'standard' £552 for a Grandstand season ticket when you think back to performances such as the defeats against Watford and Derby County last term. The Ambassadors price range is clearly the most beneficial, and the extra incentives could well prove popular, but a steep decline in those dedicating themselves to the club for the season looks certain to take a nosedive once again.

It is important that fans do not let any concerns about the club's future block their decision on renewing season tickets. At the end of the day, I was watching Cardiff City long before Sam Hammam arrived in South Wales, and I'll still be singing on the terraces long after he has left. As supporters of this great Football Club, we are bigger than business, bigger than new stadiums and, if you will, bigger than any chairman, investors or shareholders in CCFC. We are the heart and soul of this club, and the players and badge are who we support. Keep the faith.

Full season tickets prices are listed below, from the CCFC Official Web-Site. Season tickets can be bought by post, in person at the ground or via the internet.

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