Manchester City players and coaching staff have each contributed 1,000 pounds out of their own pockets to help cut the cost of away tickets for the club's supporters.
The Premier League has vowed to help shoulder the burden of expensive away days in recent months, with clubs agreeing to set aside a total of 12 million pounds over the next three seasons in order to drive prices down.
Each club, including City, will contribute 200,000 pounds per year, meaning Manchester United, Arsenal and Liverpool can lower away ticket prices by up to 4 pounds each.
But the Etihad Stadium outfit has gone one step further than its on-pitch rivals and will now be able to offer half-price tickets for select matches this season thanks to the five-figure sum generated by team personnel. Games that will qualify for these new low prices are those played furthest away from Manchester, as well as those scheduled within days of other fixtures.
"In my opinion, our away support is the best in the Premier League and we never take that for granted," captain Vincent Kompany told the club's official website. "Win, lose or draw, City supporters can always be heard throughout our games and I just hope that this initiative proves just how much we value this incredible following."
Elsewhere, Stoke City has used its 200,000 pound contribution to lay on free coach journeys to every away game for the club's supporters, while Aston Villa and Hull City have offered a similar service to their own fans.
Kevin Miles, chief executive of the Football Supporters' Federation, who last season launched the campaign 'Twenty's Plenty' in a bid to curb the cost of attending away matches, told The Independent that although free travel is welcomed, lower prices are his main focus.
"The fact that we are making progress is likely only to encourage those campaigning, rather than distract them," Miles said. "Subsidized travel is fine for those who choose to travel by coach – and we welcome it – though that is not much use to the people who live nearer the away ground than the home stadium.
"It is the question of ticket prices that we are keenest to see explored. We are watching with interest to see what clubs come up with."