In a statement on their website, Stoke City explained that free coaches would depart from the Britannia Stadium to all away games, in order to "ease the financial burden on fans." It is reportedly the first gesture of its kind in England's professional leagues, with the club's chief executive Tony Scholes explaining:
"As a club we are conscious that following football can be an expensive business, especially at a time when so many people are feeling the squeeze financially.
"We work hard to try and provide our supporters with value for money which is why we have not increased our ticket prices since being promoted to the Premier League in 2008.
"However, we realise how expensive following the club away from home can be for supporters and we’re delighted to be able to offer free coach travel and hope it encourages more of them to give us their fantastic backing away from home."
It's an impressive initiative from the Potters, and comes "on the back of the increase in their income delivered by the new TV deals." The sale of TV rights to BT and BSkyB last year raised £1.25 billion more than the previous deal, with Stoke moving to ensure the fans are rewarded with their extra revenue.