Outgoing Birmingham chairman David Gold has warned new owner Carson Yeung that reducing ticket prices could result in relegation.
Hong Kong businessman Yeung has cut the cost of admission for the Barclays Premier League visit of Manchester City on November 1 but Gold, who is stepping down after 16 years at St Andrew's, does not believe the move can prove a long-term success.
Speaking on BBC Radio Five Live, Gold said: "Sadly the model for reducing prices doesn't work. In the event that you cut your prices in half you do not double your attendance."
He added: "Often fans say if you cut your prices you will fill the stadium - it is not true.
"What I have been lobbying for through the FA, and particularly when I was in the Football League, was for prices to be cut universally, across the board, every club reducing their prices.
"You can't do it individually and Carson will find, if he keeps doing it individually, he will get relegated.
"Fans will love him but he will get relegated because the model doesn't work.
"If all your competitors cut their prices it's fine, it does work.
"But what will happen is the other clubs won't cut their prices and they will get promoted or not relegated, so the model doesn't work.
"If you cut your prices individually, on your own, you will end up in financial difficulties."
Copyright (c) PA Sport 2009, All Rights Reserved.
Do YOU want to write for GiveMeSport? Get started today by signing-up and submitting an article HERE: https://www.givemesport.com/writeforgms