Football is big business. The top clubs are public limited companies whose performance on the FTSE index is scrutinised as closely as their position in the league.

But it would be a terrible mistake to regard any football club as just another business. It has a duty to its shareholders, the same as any other company; but, uniquely, it also has a duty to its fans.

Unfortunately, the big clubs now regard supporters not as their lifeblood but as a wonderful source of cash. The fans' emotional investment does not show up in the end-of-year accounts, and can therefore be discounted.

Such short-term thinking has seen football bosses hiking season ticket prices, bringing out a new strip three times a season and generally seeking to extract every last penny from the ordinary supporter on the terraces.

In a free market, the dissatisfied customer can take his business elsewhere. But football fans' allegiance to their team cannot be swapped. And clubs have taken advantage of such a captive audience.

That is why Tony Blair set up the Football Task Force: to offer the fans a better deal. Headed by former minister and Chelsea fan David Mellor, the task force has tried to work with the clubs in drawing up its recommended reforms. Fortunately, however, it has not been bullied into dropping its most radical proposals.

These include linking price rises for the cheapest match tickets to inflation; a 'sell-by' date on replica kits; and an obligation to consult supporters on any major changes, such as the decision to sell shares to a media company.

These are all excellent ideas. But to be effective, they must be enforced by Government legislation. This would place Mr Blair on a collision course with media tycoon Rupert Murdoch, a man who is trying to buy yet more influence in British football with Sky TV investments in individual clubs.

But this should not divert the Prime Minister from his pledge to put the fans first. It is time to support the supporters.

Converted for the new archive on 30 June 2000. Some images and formatting may have been lost in the conversion.