If they want people to hold up 'We're Right Behind You, Tim' then they should be dishing them out at the turnstiles and on the concourse, not as a bonus for buying their shitty programmes.
"Newcastle United supporters are being encouraged to show their support for goalkeeper Tim Krul at Sunday's Barclays Premier League home fixture against Norwich." They're not though, they're being encouraged to give the club money in the name of faux sentimentality.