A second-division club sold out its ground for the first time in thirty years

The last time the ground filled, the players wore a kit sponsored by a company that no longer exists.

Three things changed

The club cut season ticket prices sharply, a supporters trust organised coaches from four outlying towns, and — the part nobody can engineer — the team began winning.

Match-day revenue is up despite the lower ticket price, largely because a full ground buys food and merchandise.