Comment: West Brom fans have every right to boycott Coventry - but will show their loyalty

At this point the appointment of Frank Lampard exactly 11 months ago, following the somewhat controversial Mark Robins sacking, looks a masterstroke. Brandon Thomas-Asante is the division's top scorer.

What they continue to get wrong, though, is away ticket pricing.

There was an online backlash when ticket prices for Albion's clash at the CBS Arena on November 22, the first game after an international break, were confirmed on Monday.

The prices are  £45 for an adult, £40 for seniors aged 65-plus, £40 for ages 18 to 21 and £35 for under-18s.

As good as Coventry's football has been this season, it is not worth that...

Quips aside, nobody should be forced to fork out those costs to watch Championship football.

In fact, nobody should be forced to fork out that for any football, at the very top or otherwise. Kudos goes to the Premier League for once again capping away prices at £30 for a 10th season running – though the top flight is aided by astronomical broadcast fees and home prices can be far, far more.

What excuse Coventry? There is no excuse. Those prices are vulgar.

They are up significantly from last season, too, where an adult ticket was £37 and even then supporters reacted furiously. Albion had requested the Sky Blues lower the costs after Coventry fans were charged a maximum of £30 to watch a game at The Hawthorns.

The Baggies had similar concerns two seasons ago, too, for similar pricing for a Monday night TV fixture.

Above I wrote that no supporters should be forced to fork out and pay for those kind of prices and, indeed, they are not.

It is a time of extreme hardship for everybody.

No fans are forced to buy a ticket to support their club but do so out of sheer loyalty regardless of the situation. It is what makes the culture of the game in this country so cherished – and  so marketable.

Every Albion away fixture sees travelling Baggies support in their droves no matter the careless nature towards supporters.

It feels both wholesome and dispiriting that Albion will once again travel well to face Coventry.

Supporters will once again be out of pocket for a big show of loyalty.

A family of four including two kids would pay £160 for tickets alone – at a time when people are deciding if they can afford to turn on the heating. It is grim. There have been understandable calls to boycott and a win for all football fans would be if the away end was empty that day.

It would not help Ryan Mason's team but it would possibly help the cause.

It will not happen, of course, and several thousands will attend but ever-rising costs will freeze some out.

This is the type of event that the new independent football regulator should be able to examine and potentially address if it wants to tackle issues around financial sustainability and English football heritage.

In recent weeks Albion launched its new Fan Advisory Board and it is doubtless those members will have raised concerns about this issues.

Albion pride themselves in being a family club, they charge £32 for visiting adult supporters.

It is not cheap but it is much more reasonable. It is high time supporters were not taken advantage of, nor priced out.