8. My club is often a sell out anyway, so what's to gain from dropping prices?

• More money in your pocket and less money for the players' wags (now you can buy the shirt)
• Higher merchandise turnover for your club (from financially better off fans)
• More money for your youth academy
• Cheaper away tickets

Clubs won't lose out either, as money spent on players nationwide will fall, causing the market value for a player to shift to a more realistic level (so your club will still be able to afford the same players). Existing players may receive less money (but will still receive a lot of money - see table).

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