Clubs given season ticket warning.

Byline: BY JOE SINCLAIR Daily Post Correspondent

PREMIER League clubs have been warned above-inflation increases in season ticket prices could have a dire effect on attendance figures, with up to one in seven supporters refusing to renew their seats.

According to new research from Virgin Money, the cost of attending top-flight games has risen by 12.5% since January 2006 - and the backlash has finally begun.

Champions Manchester United can expect up to 19% of their fans not to renew for next season, and while they can expect spare seats to be snapped up, the consequences for other clubs could be more serious.

Research among 3,500 fans of Premier League and Football League teams suggests West Ham will be hit hardest, with a quarter of their supporters failing to renew, followed by relegated Reading (22%) and FA Cup winners Portsmouth (21%).

Supporters' groups have often protested about price hikes to little effect but for the first time they appear to have gained solid statistics which they can base their argument.

Chairman of the Football Supporters Federation, Malcolm Clarke, said: "In the difficult financial climate we all face the football industry must wake up and smell the coffee. The huge amount of money pouring into the Premier League means there is absolutely no justification for any price rises at all at the top of the game.

"For too long some Premier League clubs have believed there is no limit to the extent to which they can exploit the brand loyalty of their supporters and they may now find this greed will come back to bite them."