Manchester United's £43million outlay on 8,000 more seats to turn their ground into a 76,200 all-seater venue will start to bear fruit on Sunday.
There will be 2,200 new seats available for Birmingham's visit, triggering the Premiership's first 70,000-plus attendance.
United will pull in 34,000 fans per-game more than Chelsea, bringing in £3m each time. And boss Fergie will reap the benefit.
David Gill: "We have always understood that money made on the pitch has to be reinvested back into the club and through that we have gone from strength to strength.
More quotes elsewhere:
"We are confident of selling out for all the Premier League games.
"Expanding the main stand isn't on the agenda, but 76,200 is a great capacity, one we are very comfortable with."
Hmmm.