DWIGHT Yorke's arrival from Manchester United has prompted a late surge in season ticket sales as Blackburn Rovers prepare to kick-off the new season against Sunderland this weekend.

As things stand, Rovers are on course to sell nearly 16,500 season tickets -- the third highest figure in the club's history.

And, though those numbers are slightly down on this time last year, the club are still delighted with the response of the Blackburn public, particularly after they were forced to hike-up prices over the summer in an effort to keep-pace with the Premiership's pacesetters.

"We are very pleased with how sales of gone in as much as they are virtually flat with what we did last season," said chief executive John Williams today.

"Obviously, the cost has gone up substantially but we are not far behind last season's figure which is good in the circumstances.

"I think people are maybe more sensitive these days about the lack of Saturday games in the Premiership and that works against you in terms of season-ticket sales.

"But we wanted to be upfront with our fans by pointing out we'll be playing a number of games on Sunday and Monday because of our commitments in the UEFA Cup.

"So given that, and the fact we've had to put prices up, I think we have to be pleased at selling over 16,000 at this stage."

Initially, sales were slow to take off but the signing of Yorke appears to have captured the imagination of the town.

Although the number of adult tickets is slightly down, sales are actually up compared to last year in the young adults, juniors and senior citizens categories.

Nevertheless, Williams has stressed it's vital that the club continues to build on its existing fan-base if it wants to compete with the big-guns in the Premiership.

And that means pushing the average gate at Ewood closer towards the 30,000 mark.

"Our ultimate ambition has got to be to get 30,000 watching us week in, week out," added Williams.

"But that doesn't come by increasing season ticket sales.

"We've got to look to introduce people on a match-day basis and then hope that they start to come down maybe three or four times with the ultimate aim of converting them into season-ticket holders."