STOKE City chairman Peter Coates is urging Potters fans to turn the clock back to revive the "Bearpit Britannia" Stadium of the club's debut season in the Premier League.
His call comes after deciding to take the rare step of issuing a rallying call himself ahead of Sunday's formidable clash with champions-in-waiting Manchester United.
Coates is anxious to try to ensure every single supporter remains on-side during Stoke's impending battle against relegation after being left three points above the drop zone with just six games of the season remaining.
He acknowledges supporter unrest at the club's nosedive towards the bottom three after a run of one win in 13 games, but urges them to suspend their grievances for the greater good of keeping Stoke in the Premier League.
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And with top-flight clubs expecting at least £14m in extra revenue next season because of a new global TV rights deal, survival has never been more crucial financially to Stoke's long-term prosperity.
In a forthright assessment of the club's plight, the chairman said: "We have had a very poor second half to the season, which we acknowledge and are disappointed about.
"But now, more than ever, we need our supporters to be 100 per cent behind the team, and every individual player, for every single game left, home and away.
"We believe our crowd can play a major part in keeping us up to retain our Premier League status, which is so important to the club and to the area.
"This is why I am asking that whatever things are happening on the pitch – and every game will have its ups and downs, and individuals likewise – please stay with them to give them the lift and the confidence they need to succeed."
Coates stressed he remained grateful and in no way critical of the backing Stoke fans had given the club during difficult times in recent weeks.
Stoke manager Tony Pulis has already expressed his concern at the treatment meted out by some fans to the likes of Ryan Shotton during the home defeat by Aston Villa last Saturday – and Coates is equally worried about any player being made a scapegoat for the team's woes.
"Some individual players do get criticism more than others," he agreed, "and it really doesn't help them to develop.
"I appreciate supporters' frustrations, and they are entitled to their views about the team and players, but it helps enormously if they get supported."
STOKE'S potentially crucial Premier League game at Sunderland has been put back two days to Monday, May 6 (8pm) to accommodate live Sky TV coverage.
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