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Sheffield Wednesday have launched a new matchday experience designed to bring supporters closer to the action at Hillsborough Stadium.
The MrQ Dugout Club will give selected season-ticket holders the chance to watch the team warm-up from pitchside before enjoying premium seats for home league fixtures.
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The Owls have teamed up with MrQ to launch the new Dugout Club ahead of Thursday's first League One home fixture against Bradford City.
Four pairs of season-ticket holders will be selected for every home league fixture, with the winners receiving the chance to upgrade their normal seats and enjoy an experience in the North West Corner.
The selected supporters will arrive early before being taken through the players' tunnel and pitchside around 30 minutes before kick-off.
They will then watch the Owls complete their warm-up from just yards away before taking their seats in the exclusive Dugout Club area.
For Thursday's opening fixture, the eight selected supporters will also receive pre-match food and access to Hirsty's Social.
The experience will continue throughout the season, with food and drink available at half-time alongside additional Dugout Club touches and surprises.
Wednesday chief executive David Bruce said the club wants matchdays at Hillsborough to be about more than the 90 minutes, describing the initiative as an opportunity to give supporters access they would “simply wouldn't normally get”.
Season-ticket holders can register for the chance to be selected, with each successful entry providing two places so supporters can bring a fellow Wednesdayite along.
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This is exactly the sort of initiative that can make a matchday feel genuinely special rather than simply adding another hospitality package.
Giving regular season-ticket holders the chance to experience the stadium from a completely different perspective is a nice touch, particularly as Wednesday continue their wider push to improve the Hillsborough experience.