Mick McCarthy has admitted that he sympathises with the Ipswich Town fans over the price of their season tickets.
BBC Sport's Price of Football study revealed on Wednesday that the Tractor Boys have the second most expensive season tickets in the Championship.
Town fans have paid £805 to watch their side tease a promotion challenge with their promising start to the campaign, and McCarthy has hinted that football fans will usually forgive the lofty costs if their team is winning.
He told BBC Look East: "I feel for football fans turning up and watching us because it's an expensive gig to come to.
"But you know if I can continue getting the most out of my team and getting them winning, what happens is Ipswich Town fans will be coming they will be delighted to come and pay for the pie, pint and ticket and watch the team. Ultimately it is supposed to be entertainment."
Only Fulham have a more expensive second-tier season ticket than Ipswich, who are currently sixth in the table.
