The Crusaders rugby team admits in a full-page newspaper advertisement that its ticket prices have been too high.
The Canterbury team has launched an advertising campaign to win back supporters as crowd numbers plummet.
The average number of spectators at the team's home games has dropped by more than 10,000 since 2006 to less than 15,000 last season.
The team announced on Monday it is cutting the price of adult season tickets by up to $270.
Season passes now range from $117 to $392. New payment options include weekly, fortnightly or monthly payments.
Coach Todd Blackadder concedes in the newspaper advert that the high ticket prices were a mistake.
The vice-president of the Canterbury Rugby Supporters' Club, Robert Rumble, says the previously high prices have affected the club badly. Its membership has dropped by more than half during the past five years to about 150 members.
The Crusaders play the Highlanders at AMI Stadium on 13 February in their first game of the year.
