YORK City Knights were hoping it would be a case of the "during the Lord Mayor's Show" today against Blackpool Panthers.

For the Knights' increasingly successful marketing strategy was to see some special guests attend the early evening match at Huntington Stadium, with York MP Hugh Bayley and Lord Mayor Coun Janet Greenwood invited to the game.

But before anyone complains about preferential treatment (ie freebies) for bigwigs, let us be quick to point out the club's bid to increase their profile goes right across the social spectrum. Indeed, the club clearly regard youngsters as the real VIPs.

The success of the Schools Family Fun Day at the last home game - not least the record crowd of 3,224 - went to show how increasingly popular the Knights' development programme in schools is, as discussed by development officer Jason Ramshaw in this column last week.

But, while the feedback from that day has been impressive - not least a cash donation for the development programme from a school - the club have not rested on their laurels.

Each child who took up the free ticket offer that day have been invited back, again for free, starting with today's game, and while a big bulk of freebies obviously gives attendances an artificial look, the knock-on effect is what matters.

"That last game was a fantastic success," said John Guildford, the acting chief executive at the Knights.

"We've had quite a lot of letters from new supporters saying they thoroughly enjoyed it and will be coming back. The atmosphere at the game was excellent. Hopefully we will have more of the same."

The development work in schools is not only good for the game as a whole in the region and, of course, great fun for the kids, but it also acts as a key marketing arm for the club.

It has helped to increase the club's average attendance to 1,984 this season, about 27 per cent up on last term and far greater than anyone else in LHF National League Two, as well as boost merchandise sales and increase the club's profile.

Guildford admitted big attendances such as that at the Hunslet game brought a few logistical problems, especially concerning the limited number of Main Stand seats, but stressed the club were working to address them.

Even so, I'm sure even the most nit-picking fan would rather "endure" whatever difficulties are caused by big crowds than those problems caused by small crowds.

TODAY'S attendance was also set to be boosted by the rugby league family already in the city for the York International 9s.

And the kindly Knights, having already switched this weekend's match so it enhances the weekend-long rugby league festival, have also sent York 9s organisers 150 free tickets to today's game to be distributed among the competing teams.

"We're hoping a lot of them will experience and enjoy a Knights game as part of the weekend," said John Guildford.

THE Knights have been looking to the future not just in relation to young supporters.

They are also going electronic with new information and ticketing computer software being set up in the office.

This new system will make it easier for the club to contact fans directly via email or text with news and club information, print and distribute tickets, sell merchandise over the web, and the like.

They have already built up an ever-growing database of fans - including details of more than 2,000 young supporters - who will no doubt benefit from these upgrades.

Sully's at it once again

THERE can be little doubt about who is the frontrunner for the supporters' Player of the Season accolade.

Prop forward Adam Sullivan, the leader in the Evening Press/Collier Plant Hire Player of the Year, will today pick up an unprecedented third consecutive Player of the Month award, as voted for by the fans.

Sullivan becomes the first player to win three accolades - consecutive or otherwise - in the Evening Press-sponsored poll and is obviously, therefore, having a considerable impact on the Knights faithful as well as on opposition players.

Sullivan, having seen propping pal John Smith pick up the February award this year, collected both the March and April accolades - as well as the NL2 April award - and completes his treble with the May gong. He came out on top this month ahead of Dan Potter and Peter Fox.

The lucky reader drawn out of the hat to present the award is Mrs P Calvert, of Huntington.

Sullivan picks up three Evening Press/Collier Player of Year points for winning the Player of the Month award, thus increasing his lead at the top of the table.

Full-back Matt Blaymire jumps to second following his three points for being man of the match in the Knights' last game, against Hunslet. The other players to collect points that day were Peter Fox (2) and Chris Levy (1).

Player of the Year leaders: Sullivan 20pts, Blaymire 10, Smith 9, Fox 9, Kirke 7, Potter 5, Rhodes 5, Jackson 5, Buckenham 5, Law 4, Elston 4, Paterson 3, Ross 3.

Fans on the buses

THE Knights' Supporters Club's weekend trip to the London Skolars game is sold out.

Coaches will leave Huntington Stadium at 9.30am next Saturday and return from the Skolars Pub near the ground at 7pm on Sunday. Travel to the hotel on the Saturday and from there to the game on the Sunday is included.

THE Supporters Club will also run coaches to the Skolars game on the Sunday. These will leave Huntington Stadium at 9am and return about one hour after the game. Initial prices are £20 for adults with reductions for over-60s, students, under-16s and under-12s, to be confirmed.

To book, call 07958 569266 and leave a message stating name, club membership number, number of adult/concessions places required and a contact number.

THE free First York buses will be running to this evening's game.

Pick-up points and times are: Thanet Road Baths 4.30pm, Stonebow Job Centre 4.45; Corner House, Burton Stone Lane 4.30pm; Lowther Street shops 4.45; York Railway Station 4.30pm, departing 4.50.

Updated: 10:39 Saturday, June 04, 2005