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Market research firm GfK said confidence fell this month to its lowest level since November 2023, as people faced rising bills and became more pessimistic about the prospects for the economy.

But he cautioned that he was "neither overly optimistic nor overly pessimistic".

But with both Newcastle and Exeter both recently seeking investment, they also admitted being increasingly pessimistic over the financial stability of the club game.

He added the study showed people were "everywhere too pessimistic", with wallets much more likely to be returned than predicted.

“Don’t be optimistic, don’t be pessimistic — just be realistic. Tell me what paths look like. Tell me what journeys look like,” he said.