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But they won't because it'll an approx increase in price to the buyer of £15, some will pay that, a lot of others won't. So the club lose the food/drink etc money from having someone in that seat

If they expect every one who would buy a ticket at the ST pro rata rate to go and pay their match by match prices then they're in for a shock. Maybe those extra seats are a waste of time after all!

Won't the club lose out on this too? If less seats are filled, then less food/drink/merchandise etc will be sold