New research has shown that more than a quarter of football fans will cut back on the number of games they attend this season due to the rising prices of tickets.

Virgin Money's Football Fans' Inflation Index has been tracking the costs of being a fan since January 2006, and has revealed that, in the past three months alone, the costs of supporting a club have increased by 21 per cent. For the first time since the index started its research in 2006, the average matchday cost for an individual has broken the £100 barrier, resulting in 26 per cent of fans admitting that they will have to cut back. The research has also shown that regular fans are being hit as hard as casual supporters, with even season-ticket holders deciding to attend less games.

The research was carried out among more than 3,800 fans of Premiership and Football League clubs, with 43 per cent of West Ham United supporters intend to cut back, and nearly 40 per cent of Newcastle United and Liverpool supporters planning to do the same. Virgin Money's index shows that the cost of being a regular football supporter has gone up by 24 per cent in 2008, substantially above inflation as measured by the Consumer Price Index.

Scott Mowbray, spokesperson for Virgin Money, said: "Football often seems immune to the real world, existing on its own Planet Football where there is always money for player transfers and salaries, and the cash keeps on flowing from TV and sponsorship deals. "However, fans do have to live in the real world, and the past year has seen severe pressure on people's finances from rising mortgage costs, fuel prices and fuel bills. Obviously keeping a roof over your head and keeping your house warm outranks going to football matches."

Malcolm Clarke, chair of the Football Supporters Federation, said: "This is very worrying for the football industry because supporters are its lifeblood but it is not at all surprising."