NEVER before have clubs at the top tier of English football had so much money coming in from the Premier League's television deal.

So well done to West Ham United for becoming the first club to announce a reduction in season ticket prices in response to the record TV income.

Football is a major part of many people's lives and it accounts for a big chunk of many family budgets as fans, accompanied by their children, follow their teams up and down the country, and sometimes abroad.

And, as we are seeing at the moment with the protests against Newcastle United owner Mike Ashley, clubs are playing a dangerous game if they take that loyalty and passion for granted.

There are, of course, extenuating circumstances for West Ham. The London club's move to the Olympic Stadium in the 2016-17 season means 19,000 more seats and more revenue, so it is easier to cut prices.

Nevertheless, the West Ham board has set an important precedent. The club's cheapest season ticket will be £289 compared to a price range of £620-£940 this season. Season tickets for under-16s will be cut to £99 - £5.21 per match.

The challenge has been laid down to other top clubs to follow suit and reward the fans for their loyalty. But before the congratulations ring out full blast, it remains to be seen what West Ham do to make football more affordable for non season ticket holders and away supporters. The benefits of the record lashings of TV cash need to be felt across the whole fan base.

And, perhaps most importantly of all, a greater proportion of that windfall needs to filter down to the lower leagues which prop up the national game on a relative pittance.