With more than 2,500 renewed season ticket holders already signed up to Scarlets rugby in the first three weeks of sales, many have commented on the added bonus of being given a share in the club in recognition of the commitment shown by supporters.
Existing adult season ticket holders renewing for the 2011/12 season receive £100 share certificate whilst new adult season ticket holders will receive £50 share certificate as a warm welcome to Parc y Scarlets.
An AGM for all shareholders will be held later this summer which will give the Scarlets' most loyal supporters have the opportunity to fully understand the position of the business and future direction of the club.
Vivian Challenor, born and bred in Llanelli and now living in Gloucester has supported the Scarlets for more than four decades and recently renewed as an 1872 season ticket holder for next season. He said: "I was brought up with rugby in Llanelli and was lucky enough to have been there when we won against the Wallabies and All Blacks and have always understood the 'tribalism' that comes from winning in sport and being close to your club and your team.
"That local community fervour and connection is something so important to uphold and it's a key part of what makes us Scarlets so I think it's a very good idea and an important thing to do to give supporters a genuine stake in the club they support - it adds a warm feeling to your connection with the club.
"It's an excellent initiative from the former and new chairmen and coupled with some really reasonable prices on season tickets, we can look forward to next season with the talent and development of many of our emerging players. The future lies in encouraging a wider section of our community to support us and enjoy the match days and with more families joining, it's good to see."
Scarlets Chief Executive, Mark Davies explained the thinking behind the initiative: "Fundamentally, the Scarlets has always been a club of and for the communities throughout West and wider Wales. Our philosophy and values are deeply rooted in the culture of our community and the heart and soul of this club is the engagement and commitment of every single loyal supporter. Whilst, like every business, we have committed shareholders from all walks of life who have supported the club immeasurably through their investment, the true 'ownership' of the club has always been, and remains, within the community it serves.
"We believe this is a first for Welsh sport, and our sole intention in doing it is to actively recognise our support base and celebrate our community values by issuing a significant number of actual shares in the business to season ticket holders.
"By giving all our supporters a genuine part of our business as they become shareholders, it's our way of saying we are truly our community's club and value their support and contribution."
The 2011/2012 share distribution has been made possible through the support of out-going Scarlets Chairman Huw Evans and new chairman Nigel Short who decided to pass a proportion of their ownership of the business to Scarlets season ticket holders.