SVEN-GORAN Eriksson's style of football is winning the battle for the hearts, minds and wallets of formerly disillusioned Blues fans.

Large numbers of the season ticket holders who deserted City before the former England boss was appointed have returned to the fold in the anticipation of a bright new era at Eastlands.

New owner Thaksin Shinawatra's spending and promises of more to come have led to a rush for season tickets - and that despite a price hike of around £2 per game. The Blues have already sold more than 19,000 season tickets for next term, a figure 4,000 higher - more than 30 per cent - than at the end of March 12 months ago.

The next crucial date for renewals is April 20, the deadline for discounts on adult seats. It is also the last date supporters will be guaranteed the seat they have this campaign.

The Blues' crowds are up 2,500 on average, despite 12 of their home kick-offs being shifted around to be shown live on television, one of the highest number of single season screenings ever in the Premier League.

"We are pleased with the way things are going but I will not be satisfied until the ground is full every week - that is my job," said head of marketing Matt Lowery.

"Where the final season ticket tally finishes will depend a lot on what happens in the summer in terms of signings, but selling more seats is a long campaign which we have started early and that has, so far, gone well.

Attendances

"We have been delighted with attendances this year because lots of the kick-off times have been changed for television. In terms of increases on last season's gates we have the second biggest in the Premier League."

The Blues lost around 5,000 season ticket holders last year after a 14th place finish in the table and a poor home record, but sold 7,000 on the news that Eriksson had taken over. By the time half-season tickets had been taken into account, the figure was up to 28,000.

"Speaking to fans I think they have been satisfied with what they have seen from the team this season, when the home record has been more than decent, there has been the derby double and some excellent football on show. There is a positive mood overall."

New owner Shinawatra decided to stick with club policy to keep seats cheaper for the younger generation - £95 per season and selected games at £5 per ticket - and that has paid handsome dividends.

"We have had around 50,000 extra under-16s in the ground this season, the equivalent to an extra full house, and that has to be good for the future," Lowery continued. "Many of them also come with an adult so we believe that scheme has worked well."

A bonus for City season ticket holders, as well as Live4City members, is that they can gain free admission to the second leg of the FA Youth Cup final at Eastlands on April 16 (7.45pm). Otherwise admission will be £5 for adults and £1 for concessions. Under 14s have to be accompanied.

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