Let's give those who gave up their season ticket a massive discount to buy one next season. Let's give them a 25% or even 50% discount to bring them back, and if that doesn't work, we'll slash even more off the price!
Ah, but what about those who have renewed every season? Fuck 'em, they're going to do it anyway, so let's pass on the discount to those who haven't renewed. And what about individual matches? Make them a pound each, and if there's any shortfall in income then put up the prices for anyone who renews their season ticket really early. We could call it the Loyalty Penalty. After all, the football has been terrible, so it must be the fault of the renewers. Been going for years? Bring along someone for only 50p, and we'll bill you for the difference.
Loyalty it seems can go fuck itself, but indifference is rewarded.