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Northampton Town is offering fans a free holiday abroad if they buy a season ticket for next season.

Supporters of the League Two club who buy a season ticket before March 5 will be rewarded with a week's self-catering accommodation in Spain or Tenerife, though flights are not included.

Northampton chairman David Cardoza said: “I think this is groundbreaking stuff – it's a fantastic deal. You get a week's holiday and all your football for a season. It's a great deal so hopefully it's popular.”

However, Simon Chadwick, professor of sport business strategy and marketing at Coventry University Business School, warned: "What has started happening at football clubs over the past five or 10 years is the emergence of a marketing culture.

"The main problem with giving away a holiday is that it is quite simplistic and naive, as clubs need to build loyalty to retain fans beyond the one season."

But he believes it is a trend that is likely to continue. "The difference between now and a year ago is the financial downturn which means getting fans through the turnstiles is imperative, hence the drastic promotions," Chadwick added.

"We will see more widespread and more focused schemes in the future but, in the meantime, we will see these strange promotions – this could be just the tip of the iceberg."