LINCOLN CITY chief executive Steve Prescott has been delighted by the commitment shown to the club's cause in recent weeks.

The Imps head honcho was present as the new Imps home shirt was officially launched yesterday morning at Sincil Bank.

Representatives of shirts sponsors TSM Stairs & Joinery and Jackson Building Centres stood shoulder to shoulder with Imps boss Steve Tilson as they showed off the snazzy new kit designed by global sportswear brand Nike.

For Prescott it was a significant moment of progress as he looks to build ties with the local community as the Imps face the difficult reality of operating in the Blue Square Bet Premier.

"We've got to look at a fresh start and the kit is part of that," said Prescott.

"There will be a lot of new players coming into the club so we have to be optimistic about the season ahead.

"It is a case of out with the old with the terms of the squad. It was clear it was not good enough to stay up, but we've got a brand new squad and a great new kit.

"When I was at Nottingham Forest I was hoping to be operating in the Premier League, but not this Premier.

"It's a bigger challenge and I'm more excited as a result and the aim is to get back into the Football League.

"But the great part of it is that all the local businesses have rallied round and we're still talking to others, so commercially it's going very well indeed."

It has not been a trouble free ride into the new campaign for Prescott, though.

The chief executive had to answer criticism of the prices for matchday tickets which were announced this week.

Fans are being asked to pay at most £18 on the gate at Lincoln this coming season.

Alongside Darlington and Mansfield it is the most expensive in the division.

"When we announced the matchday tickets we knew we were going to get some fans who would be upset," admitted Prescott.

"But when you look around you have teams like Mansfield Town, Luton Town, who are charging £18, some of them without offering an early bird discount.

"When looking at the season ticket prices, £299 for early bird works at £13 a game it would upsetting for the season ticket holders if they weren't getting any value for money for their commitment to the club."

Despite the prices, Prescott is confident the club can attract a good gate.

He also accepts that it will not just be about the price of a ticket, but also about what people are paying to watch.

"I think this year, if we get off to a good start, and there is no reason why we shouldn't, we could see gates go up," said Prescott.

"We were working on a budget regarding the gates. We're hoping we can get an average crowd of 3,200.

"I think where there is a cause, people rally behind that. And if results are going well, people will come and watch.

"We need the supporters to continue to rally behind the club."

The club is keeping a low profile in it's pre-season friendlies, with manager Steve Tilson opting to visit several non-league clubs in the county.

Nottingham Forest will be the only big challenge for Tilson's new look side when they come to visit Sincil Bank on July 30.

Prescott sees this as another step in the good nature and support being shown by clubs and organisations in the local area.

"One of the great things is Nottingham Forest are coming over for a friendly and they are only coming over to support us," said Prescott.

"I know chief executive Mike Arthur from my time working there and he was very keen, as was manager Steve McClaren, to come and physically support our club by having a friendly.

"Now we need our supporters to come out and get behind us for that game.

"That is their only friendly they are having in the UK on a Saturday, so I'm expecting a good line-up from them. The rest of their games in the UK are on week nights.

"We are fairly local to them, and it's the last Saturday before they start the league season, so they will be wanting to make a good impression."