Committed football fans spend on average £97,500 supporting their club, almost enough to pay off the average mortgage.
That is the average cost to fans of season tickets, following the club in Europe, buying the latest replica kit, matchday programmes and food and travel.
New figures from Virgin Money show that this cost now reaches £1,875 a season on average, adding up to almost £100,000 over a lifetime.
Season ticket holders with the latest kit - but not hitting the road for European adventures - spend £1,310 a season, while armchair fans who sign up to TV sports packages and subscribe to club magazines spend £283 a season following their team.
And this cost is rising fast, with the Virgin football fan inflation index rising 8.7 per cent rise in three months.
"This research backs up what we've been saying for ages," said Malcolm Clarke, chairman of the Football Supporters' Federation.
"Fans are being priced out of the game. The live match-going fan is football's lifeblood. Without them the millions from broadcasters and sponsors simply won't materialise.
"We need a new deal for the match-going supporter."
On current prices committed fans will spend almost £20,000 on season tickets and another £11,600 on away tickets and cup matches over their lifetimes.
Travel costs come in at £40,000 in total with another £25,700 going on club merchandise, food, drink, and programmes.
Virgin Money spokesman Scott Mowbray said: "Football fans live from game to game so will be surprised to hear how much they spend over a lifetime.
"The prospect of forking out as much as £100,000 just to follow your team is particularly daunting for young people who are desperate to find the money but may be struggling with debts.
"This year's Premiership saw a drop in attendances, which could be a symptom of the top tier pricing its fans out of the grounds."
However, this cost can double depending on where you sit and who you support.
A season ticket at Arsenal costs between £1,825 and £885 depending on where you choose to sit in their brand-new Emirates stadium. Whereas a season ticket for Fulham, also in the Premiership and London, costs between £525 and £300.