Pete Grzonka, Gloucester Rugby's Head of Sales and Marketing explained the reasoning behind the decision;
"We are aware that a tough time financially for everyone and this year even more so with the post-Christmas increase in VAT. Because of this we have decided to absorb the 2.5% VAT increase in order to make top flight rugby more affordable".
"The decision will compliment a number of new ticketing initiatives we have introduced this season to ensure that supporters continue to watch live rugby at Kingsholm".
"Lowering our general admission ticket in the West Terrace to £15 for adults and £12 for concessions as well as reducing the ticket price for Juniors to £5 standing and £10 sitting has made watching rugby at Kingsholm more affordable".
Tickets are still available for Gloucester Rugby's first Aviva premiership match at Kingsholm in 2011 against newly promoted Exeter Chiefs.
For more information or to book a tickets click here or call the ticket hotline on 0871 871 8781 option 2