CITY are viewing the Checkatrade Trophy as a proper money-maker after crashing out of the other two cups.

The Bantams host League Two side Cambridge on Wednesday in the second round of a tournament that has been widely condemned.

But for City, it represents their last proper chance to swell the coffers following the double blow inflicted by Accrington in the EFL and FA Cups.

With £20,000 up for grabs for winning each round, Stuart McCall is likely to roll out the big guns at Valley Parade.

Chief operating officer James Mason said: "Our business plan is simple and has been the same for the past few years.

"We need additional cup revenue from the FA Cup, League Cup or, in this instance, the Football League Trophy to supplement the transfer budget.

"Sadly we exited both major competitions in the first round at the hands of Accrington, so the much-maligned EFL Trophy offers the only option of additional revenue.

"Although it's received a lot of criticism, and I can understand the fans' frustration at the format, we have to take it seriously.

"We've already made just short of £20,000 from the group games and it is £20,000 per win going forward now with a number of rounds before the semi-finals and final.

"It represents a real chance to make money which we have foregone in the other cups.

"We would have received £18,000 for winning in the FA Cup first round. We will get that and a bit more if we can beat Cambridge."

City picked up £10,000 apiece for beating Stoke's under-23 team and Bury in the group stage – but they were docked £3,000 for breaking "the spirit" of the competition when keeper Colin Doyle was subbed after just three minutes of the Shakers game.

The club are still waiting to hear the result of their appeal against the punishment but are not confident of it being overturned.

But they will swallow the frustration to face Cambridge and hope the home fans will rally round.

Mason said: "I think the competition format needs a look at, undoubtedly. But while we are in it, we want to win it.

"You have the potential prize of a trip to Wembley and the considerable financial rewards that would come with that.

"I spoke to Ben Mansford, who was the chief executive at Barnsley last year, and he was saying how much they got from that. It made a massive difference.

"Also, don't underestimate that winning breeds winning. If getting knocked out by Accrington was disappointing, beating Cambridge on Wednesday would help with our league form."

Checkatrade attendances at Valley Parade so far have been awful. Just 1,444 watched the Stoke game, the smallest home crowd since 1981, and there were only 1,885 to see Bury beaten.

Many supporters have decided to vote with their feet by boycotting the competition – but City hope that by slashing prices to £10 and £5, they will encourage a healthier turn-out next week.

Mason said: "Cambridge are still in the FA Cup, so they've got their own priorities, but we will be taking this very seriously and we hope the fans do as well.

"The bigger the crowd we get, the bigger the chance of winning and progressing in the competition.

"It was a little bit flat against Accrington in the FA Cup. Everybody suggested the prices could be cheaper but we couldn't make them any lower or we would have lost money.

"But we have put the prices down and we are going to open more areas of the ground to let fans sit where they want to, within reason.

"Bearing in mind we won't have had a home game for over a fortnight, we're urging the supporters to come out in numbers.

"Whether you like the Trophy or not, it won't feel good on Thursday morning if we are out of it."