Coventry City CEO Steve Waggott has spelt how what happens on the pitch is linked to what happens commercially to the Sky Blues.
Writing in his programme notes for the game against Crewe, Mr Waggott wrote: "We have to do a great deal of work around player retention and recruitment as well as our commercial activities such as season tickets.going on sale, new kit launch and sponsorship.
"What happens on the pitch is now, more than ever inextricably linked to what happens commercially. Our first team playing budget is decided by the revenue we generate, so every season ticket sale counts towards the players we can bring in, but we understand that alone will not put 'bums on seats'.
"Supporters want to play their part but some will choose to come to games because they are being entertained and because they feel they are getting good value for money.
"That's why, in all of our prices, we are aiming to make football more affordable - especially for those who back the team week in, week out.
"So by making sure we get our bit right, getting the right manager in place and setting the prices at a level that makes a season ticket more affordable for the fans - we hope that will mean more supporters can get on board and help us get the club back where it needs to be.
"We all have to stand up and be counted over the next twelve months. The owners, the board, the players, the staff and the supporters all have a role to play in making the club a successful one."