If you can't change your fate, change your attitude.

There must be a tidal change in the attitude towards club funding in the next few years because there is simply no getting away from the fact that ticket prices cannot continue to rise at the rate they have,

Change your plate. Change your fate.

If you don't like something, change it. If you can't change it, change your attitude.

Football clubs can no longer ignore the issue of ticket revenues. There must be a tidal change in the attitude towards club funding in the next few years because there is simply no getting away from the fact that ticket prices cannot continue to rise at the rate they have. This means costs will have to be cut elsewhere and the development of other revenue streams considered. The most obvious place to rein in costs is player salaries.

In our factory, we make lipstick. In our advertising, we sell hope.