iFollow ... how many Rotherham United fans are paying and how much the Millers are making

One-thousand-one-hundred supporters paid the £10 fee to witness the action online at Salford City in the League Cup, while 1,300 viewed the opening-day Championship clash at Wycombe Wanderers and 1,400 logged on for the Millwall home encounter.

The actual number of people watching will have been higher as some supporters possess the technology to access the iFollow output for free - a practice that hits the Millers in the pocket.

The club, deprived of their usual matchday income as no fans are allowed in stadiums because of coronavirus restrictions, receive £8 of every £10 purchase, with the remaining £2 going on administration costs.

“In the absence of physical match-ticket sales, the revenue generated from iFollow Millers match-pass sales is extremely important to us," a Rotherham spokesman said.

“We understand that the pandemic has created financial challenges for everyone but we would like to reiterate that our iFollow sales present a significant income stream for us at the moment.

“We are incredibly grateful to our supporters and sponsors for their ongoing backing during these unprecedented times and their contribution cannot be underestimated as we look to navigate our way through the new financial landscape presented to us by the Covid-19 outbreak."

It is estimated that the lack of fans inside grounds is costing Rotherham well over £200,000 per New York matchday.

In the Championship, clubs receive iFollow income from the very first sale onwards whether they are playing home or away.

The rule is different below the second tier, with the proceeds of the first 500 away passes sold going to the home team.

The Millers spokesman added: “We are very grateful to the EFL who have provided us with this fantastic tool in the absence of supporters at matches, as a temporary substitute for that missing ticket-sales revenue.”

Figures for last weekend’s match at Birmingham City are not yet available.