BOLTON Wanderers today became the first Premiership club to announce it is to cut season ticket prices.

In an initiative destined to be followed by a number of top flight rivals, the Whites have revealed that Reebok regulars will pay 10 per cent less next season.

That would cut the cost of the cheapest adult season ticket from £369 to £333 with the most expensive dropping from £555 to just under £500.

The announcement comes two weeks after chairman, Phil Gartside, promised Wanderers would use the windfall from the new television deal, which kicks in next season, to keep ticket prices as low as possible.

His plea for stayaway fans to boost this season's attendances and stoke up the atmosphere at the Reebok provoked a wave of reaction from supporters, the majority of whom listed high prices as their main grievance.

Wanderers say they have acted swiftly and decisively to show supporters they have listened to their demand for football to be made more affordable.

Following last summer's season ticket price freeze and taking inflation into account, they say the new deal will amount to a reduction in "real terms" of more than 15 per cent over two years.

Wanderers, like many other Premiership clubs, have been forced to respond to a dramatic decline in attendances over the past two seasons.

Despite challenging for a Champions League spot and being short-odds favourites to qualify for the UEFA Cup for the second time, average gates at the Reebok have dropped from the 2004-05 level of 26,000 to around 23,000. That has already prompted the club to offer supporters a range of cut-price initiatives for both league games and cup-ties, but they are the first to announce a reduction in season ticket prices.

Chelsea, who this week anounced losses of more than £80million in the last financial year, said they had no intention of going any further than a price freeze.

Sam Allardyce, believes Wanderers were "duty bound" to take on board the views of fans who have turned ticket pricing into one of the burning issues of the day.

"We are sensitive to the economic demands on our supporters," the Reebok boss said. "For that reason, we are committed to rolling-back the price of watching football at the Reebok Stadium next season.

"We have recognised that fans have to dig deep in their pockets to watch top-flight football. This has become a serious issue that has reached a crescendo across the country and we feel duty-bound to make a stance by reducing the cost for our season ticket holders.

"We have listened and kept a breast of the dialogue emanating from the fans and that we feel that the time is right to act by reducing the cost of football for our most loyal supporters.

"The discount offer comes on the back of last season's price freeze on season tickets and reinforces our commitment to offering great value football to our supporters."

Details of season ticket prices, membership plans and other cost-saving initiatives will be announced in the near future but Wanderers have confirmed they will be offering the traditional early purchase discount scheme.