SOUTHEND United's chief executive Steve Kavanagh has revealed season card prices had to be put up in order for the Shrimpers to keep progressing on the pitch.

Adult season cards have risen £20 to now cost £370, while other prices have increased by lesser amounts.

However Kavanagh, who opted freeze season card prices for those aged under eight, also insisted it had been a tough decision to make.

“It's always a difficult decision to increase prices but if you don't put your income up at some stage and other clubs are, then you start to be disadvantaged due to the Salary Cost Management Protocol at this level,” explained Kavanagh.

“We have kept the increase to less than 90p a game as it is fundamental to the club that we continue to provide good value for our supporters but we are falling behind other clubs and this has worrying consequences.

"Investing in the team has been complicated this season as we have hit our ceiling under Salary Cost management".

“Having our parent company sponsoring the shirt has helped to manage this as they have provided extra funding to allow us to bring additions in January.

“However we are restricted to a maximum of 55 per cent of our turnover being spent on player related expenditure, such as wages, agents’ fees and other costs.

“So we need our level of income to improve as compared to other League Two clubs as we are falling behind and our costs have risen in the last five years.

The season cards are already on sale at the club's ticket office at Roots Hall.

And Kavanagh hopes the supporters will understand why admission prices have had to go up.

“I've spoken to fan groups and so far the response has been one of understanding and agreement that, after five years, we do need to increase our costs, in a respectful way,” said Kavanagh.

“We've kept season tickets for fans aged under eight at just £23 because we realise this is the future of the club.

“Last year the number of season card holders went up by around 13 per cent and the increase was mostly down to young fans and their families coming along which is something we obviously want to encourage.”

Anyone buying a season card before Friday will also go in to a draw to win their ticket for free.

Visit www.southendunited.co.uk for more details or contact the ticket office on 08444 770077.