OXFORD United have taken the bold step of reducing prices for season tickets across the board when they go on sale this morning.

It is thought to be the first time in the club’s history such a measure has been adopted.

Savings for adults are between £10 and £15 from last season, but for anyone who bought early bird tickets, the reduction could be as much as £49.

There is also a drive to encourage younger supporters, with prices for those aged between eight and 13 set at £49 across the ground to include a home shirt.

They have also done away with different levels of pricing depending on when supporters buy this summer.

The U’s won just seven of their 23 home games in Sky Bet League Two this season, but the club hope the new pricing strategy will provide a boost to supporters.

Kevin Smith, United’s director of business operations, said: “I think we have to be realistic, but also bold.

“We hope it re-engages people who maybe drifted away.

“We also hope it would encourage current ones that renewing is the right thing to do.

“They have had a difficult four or five years, but hopefully they have seen glimpses of improvement.”

“The key area for us was to have one simple price.

“The whole theme is to make it as simple as possible – the fewer hoops supporters have to jump through, the better.”

Cutting prices may be seen as a risk, but Smith is optimistic the U’s can grow the 2,926 season ticket holders they had during the 2014-15 campaign.

He said: “If we get an extra 500 sales in it would be a significant increase in commercial revenue.

“The commercial pressures are there, but if we can encourage 250-500 lapsed season ticket holders it would be a successful strategy.”

Increasing the number of young fans is a key priority in a campaign branded #OX4Life, which will see the first 250 under 13 tickets receive the new home shirt.

Smith said: “We haven’t got near that number at the moment, which is quite a scary thought.

“We want to fill that lower section of the stand with kids in the shirt, making some noise.

“If you think a junior shirt normally costs about £35, it’s either a very cheap shirt, a very cheap ticket or a bit of both.”

Chief executive Mark Ashton said: “We have tried to put together packages that deliver family football and encourage as many people as we can to come to the Kassam Stadium and get behind the team.”

SEASON TICKET PRICES

(prices, in order, are this year's amount, last season's renewal price and last year's early bird prices).

South Lower (family section)

Adult 289 299 332

Concession 149 155 177

Under 18 49 50 80

East Stand

Adult 239 254 281

Concession 119 125 138

Under 18 119 125 138

North Stand

Adult 289 299 332

Concession 149 155 177

Under 18 149 155 177

South Lower (non-family section)

Adult 289 299 332

Concession 149 155 177

Under 18 149 155 177

South Upper

Adult 350 363 399

Concession 185 193 219

Under 18 149 193 219

Under 7 – free in all areas

Under 13 – £49 in all areas, includes home shirt

Concession – full-time student and over 65s