DARRYL Eales believes Oxford United’s season ticket price increases are fair and reflect the club’s ambition to become Sky Bet League One promotion contenders in 2017/18.

The club are releasing the new figures this morning, ahead of them going on sale next Monday.

While the rates in the family section of the North Stand remain the same, the rest of the areas at the Kassam Stadium have gone up in price.

The cheapest adult season ticket is in the East Stand and costs £330, up from £290 this season.

Those who have concession seats will face larger increases proportionately, while the most expensive area is a new premium area in the South Stand.

Eales is well aware any such decision is unlikely to be welcomed with open arms.

But the U’s owner pointed to several factors which explained the decision to the club’s existing 5,500 season ticket holders.

He said: “I find this part of the season one of the hardest bits, because I fully appreciate that increase any price is never going to be popular.

“One of the things we’ve tried to look at is the club in the round.

“I could harp on about not owning the stadium and not getting access to food and beverage revenues, but the reality is first and foremost we need to benchmark where we were in relation to other League One clubs.

“Adult prices were at median or below median this season and concessions were about 19th-23rd in the division, yet we’re aspiring to be in the play-offs.

“I can look in the mirror and say ‘I think our prices are better than fair and competitive, both for the style of football and the ambition of the club’.

“That’s without bringing in the handicap, which I think all supporters understand.”

United’s position as tenants limits their revenue streams during the season, putting them at a disadvantage to rivals in League One who own their ground.

It adds importance to the income generated by season ticket sales and the situation partly explains losses of about £4million across the last two sets of accounts, which Eales funded.

And in a bid to improve the chances of giving head coach Michael Appleton the best chance of building on this season’s eighth-placed finish, the U’s chairman is pledging to divert any increase in revenue from sales directly to the playing budget.

He said: “If we are seriously trying to get into the play-offs next season I want to give Michael every facility he can to get into them.

“A contribution of that is having season ticket prices that at least somewhat reflect the ambition of the club.”

The chairman, who will also donate £5 for every ticket sold to the club’s community trust, is meeting Appleton today for a discussion on the level of resources which will be open to the playing side next season.

It will feed into decisions about the squad’s retained list, which is due to be announced later this week.

One club to make an early decision are Chesterfield, who have opted to allow Charlie Raglan go.

The centre back has spent the season on loan at the U’s and it could pave the way for a return on a permanent deal.

For the full pricing details, see Oxford United's official website.