There is a line that sticks out the most from Sir Jim Ratcliffe’s interview on the increase of ticket prices, one that essentially sums up his reasoning.

“I’m very cognisant that we have to look after the community because it’s the community’s team, but equally I want to optimise the revenue from people who can afford it.” The question is, who exactly can afford it?

The Manchester United Supporters Trust called the decision to hike matchday ticket prices to £66 and scrap concessions until the end of the season as a “disgrace”. Separately, some fans held a protest ahead of last Sunday’s win over Everton.

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United say they have made the decision to help put them “on a stronger financial footing” - after publishing losses of £113million for the year ending June 30, despite receiving record revenues.

Supporters have played their part. They are not responsible for that deep cash deficit. Yet, they are the ones having to pay the price. And for many, this latest shift, amid a cost of living crisis, will be the final nail in the coffin.

In a rather embarrassing tweet less than 24 hours before kick-off, the club’s matchday social media account revealed that tickets for Saturday night’s game against Nottingham Forest were still available to buy. Those in defence of the club may argue there is no correlation.

One of the justifications Ratcliffe gave for the rise in prices somewhat misses the mark. “I don’t think it makes sense for a Manchester United ticket to cost less than a ticket to see Fulham,” he argued.

Fulham, by the way, who have so far won more Premier League games, have scored more goals and are three points ahead having played a game fewer. Though, of course, Ratcliffe is making a big-picture point.

So let’s go big-picture. According to figures published by the House of Commons Library last month, those in London averagely earn a weekly wage of £853. For the North West? £696. Spread that across a year and it’s more than a £7,000 difference in salary.

Scores of long-time United fans who cannot afford season tickets are now having to consider whether the regular trips to Old Trafford are worthwhile. And there are fears of what might come next.

Ratcliffe has always said he might have to make unpopular decisions. In a message to fans in February, he underscored: “I think absolutely our priority with Manchester United is performance on the pitch.”

No-one can accuse him of being inconsistent. But in his first initial statement confirming his bid for United in February 2023, Ratcliffe spoke about “putting the Manchester back into Manchester United”.

It’s that promise he is most at risk of breaking - not least by the axing of 250 staff jobs this year, many of whom were community-homed. But also, by pricing the working family out of a day out at Old Trafford.

It will now cost a parent and their child £132 to attend a match. For two adults and two kids, it’s £364. Few can afford that on the regular.

Perhaps day-trippers won’t mind so much, and there is obviously a place for such match-goers. But the ones losing out will inevitably be the long-time locals.

There’s a danger of infiltrating the message of ‘we might lift the Premier League - but it'll mean you watching on outside of Old Trafford’. United would certainly strongly dispute that notion.

But there’s no point saying that you are keen to build the community if you’re pricing out the community. Words are cheap - unlike the Manchester United tickets.