Chief executive Gary Sweet is full of admiration for Luton Town supporters that have already bought their season tickets for next season, despite the uncertainty of when the current campaign will end due to the Coronavirus pandemic.
The Hatters have not kicked a competitive ball since March 7 with all professional football matches suspended indefinitely because of the spread of the disease.
It has left football clubs without vital match-day income and Sweet said at the start of the crisis that it could result in some clubs going “to the wall”.
Luton have furloughed some staff, with the chief executive the first to take a pay cut last month, while negotiations are underway with players over wage reductions to help steady the ship.
But around 2,000 fans have already renewed their season tickets to help ease the burden and Sweet said: “I’m in love with these guys. I think they get it.
“They get that they’re going to need football, they’re going to need Luton Town when we get a little bit of normality back and, actually, unless they do put their hand in their pocket at the moment, that is a vitally important component to keeping this thing alive.
“It’s absolutely vitally important [because] that cashflow now, to us, is our only lifeline. We’ve got a little bit of retail happening. We’ve got a couple of other projects happening, but season ticket income is it, that’s all we have.
“So, I sure people will forgive me if I put out another plea to please renew as soon as possible, I’ve been so impressed and was so grateful to those people who have added donations to those season ticket purchases and those who have bought virtual season tickets.
“People have been asking if there’s something else they can do? There will be other opportunities for people to give small amounts of money to the club, to keep it going, in the way they get something for it, I think that’s really important.
“Next season will be a season, it will happen, I don’t think we could sell next season’s season tickets unless we were fully confident it would happen.
“I can’t tell you when it will happen, it certainly won’t kick off on the first of August when we intended it to be, but it certainly will happen.”
