OXFORD United are hoping supporters understand the need to put up prices for season tickets as they seek to become competitive in Sky Bet League One.

While some fans, notably those aged 18-21, will pay less compared to this campaign, the vast majority face increases.

The cheapest adult ticket, which is in the East Stand, has gone up 21 per cent, from £239 to £290.

United believe it still puts them among the five cheapest clubs in League One, where they are returning after a 15-year absence.

Greig Box Turnbull, the club’s new managing director, stressed the decisions on prices came after a lengthy consultation with supporter groups and feels it is necessary to handle the step up.

He said: “Obviously we appreciate nobody likes to pay more than previously but the prices have remained static for a very long time.

“We have increased the playing budget and are very ambitious – we just want to make sure we can compete.

“We have worked hard to make sure the balance is right.

“Despite raising the prices we are still one of the cheapest in League One.

“When you put it in that context I think we are terrific value.”

New elements this season is a young person category for all those aged 18-21, whereas only students were eligible for a concession last year.

The family section has been moved to a larger area in the North Stand, where there is more room to stage activities.

The #OX4LIFE ticket launched last season, where under 13s get a free home shirt, continues, while under sevens are free in the family section.

Despite the increases it is hoped last season’s total of 3,800 season ticket holders will be surpassed.

As tenants, United have fewer ways to generate income than their rivals, so season ticket revenue is vital to long-term hopes of achieving sustainability.

U’s chairman Darryl Eales, who covered a £2.4m loss in the latest accounts, pointed to League One rivals Swindon Town, where the cheapest early bird ticket was £345, to put the latest prices in context.

He said: “Everybody needs to contribute to the success of the club and it’s unrealistic to think you can have the lowest season ticket prices and the most competitive playing budget.

“I would say why would you expect this club to compete with Swindon if you’re paying less and we don’t even own our ground.”

Existing season ticket holders have until July 1 to renew their seat, while match day ticket prices are due to be announced next week.