Clubs urged to follow Brentford’s brilliant new initiative to keep football affordable for young fans

Clubs have been urged to follow Brentford’s brilliant new initiative to keep football affordable for their young fans.

Brentford have introduced 𝗚𝗲𝗻𝟭𝟬, a new initiative to keep football affordable for the next generation, as for the rest of this season, travelling junior Bees fans, and U18’s visiting the Gtech, will pay no more than £10 to watch Brentford in the Premier League.

This also comes as Brentford announce that season ticket prices will remain frozen for the 2025/26 season. See more on that HERE.

Introducing 𝗚𝗲𝗻𝟭𝟬, our new initiative to keep football affordable for the next generation 🤝

For the rest of this season, travelling junior Bees fans, and U18’s visiting the Gtech, will pay no more than £10 to watch Brentford in the @premierleague
#BrentfordFC 🔴

— Brentford FC (@BrentfordFC) December 3, 2024

CLUB STATEMENT:

Brentford is proud to announce Gen10, a new initiative to keep football affordable for the next generation of fans.

For the rest of this season, travelling junior fans* will pay no more than £10 to watch Brentford in the Premier League – whether that is youngsters supporting the Bees on the road, or under-18 away fans travelling to watch their team face Brentford at Gtech Community Stadium.

Football is for everyone, and Gen10 is our commitment to ensuring the next generation grows up in love with the game, not priced out of it.

Under the Gen10 initiative, Brentford will subsidise the cost of junior away tickets at Premier League matches where the host club charges more than £10, to help reduce the overall cost of supporting the Bees on the road.

The club will also reduce league ticket prices at Gtech Community Stadium to £10 for all visiting under 18s. Currently tickets can cost as much as £25 at away matches in the Premier League for under 18s.

The Gen10 initiative builds on the Premier League’s £30 price cap for adult away tickets. We want to go a step further and that’s why we are extending this principle to young supporters, demonstrating that more can be done to ensure football is accessible for families and young people.

Jon Varney, Brentford chief executive, said: “Gen10 is a statement of intent. We’re putting young fans first to ensure they can watch their team on the road by keeping football affordable and accessible. Clubs have the power to make the game more affordable for everyone and to challenge rising costs for supporters and we want to play our part. We hope other clubs follow this initiative.”

Brentford praised by fans for freezing season ticket prices for the 2025/26 season

Thomas Frank, Brentford head coach, added: “Incredible away support makes a massive difference to us. The energy and noise from our travelling fans inspires the players and creates an atmosphere that has helped us get some top, top results over the last few years.

“This is a great initiative that is about the future of football. We’re making it easier for young fans to be part of those special moments and be on the journey with us. We know that seeing us win a long way from home gives memories that last forever.

“Togetherness with our fans, both home and away, is crucial to what we’re building here and I hope this will help us see full away ends at our matches for the rest of the season.”

Varney continued: “Gen10 is part of Brentford’s long-term vision and is just one way we are supporting our fans away from home. We have subsidised travel for certain fixtures and are the first club in the country to introduce a 20 per cent discount for fans travelling to away matches via Trainline’s I Came By Train scheme.

“We also remain one of the most affordable places for our home fans to enjoy Premier League football with season ticket prices frozen for the 2025/26 season.”

*The junior tariff for away matches is set by the host team so the age group eligible for £10 tickets may vary from under 17 to under 21. The junior price tariff for visiting supporters to Gtech Community Stadium is under 18.

The price of junior home tickets at Gtech Community Stadium will remain at £10 for Category B games and £15 for Category A games (for seats in band B areas).

For away matches, this policy will be in effect for the Southampton v Brentford game on 4 January and for home matches from the Brentford v Tottenham Hotspur game on 1 February.

Here’s how fans reacted with clubs urged to follow Brentford’s brilliant new initiative to keep football affordable for young fans…

@j4yc3e: what a brilliant initiative. well done to all at the club and i guess the supporter groups as well that pushed this forward. the youth are the future of this fan base and this is a great way to make it grow.

@JonnyMorton_: Unbelievable. Please take note! @ManUtd @ManUtdMatchday

@Sparkyynwa: Fantastic and timely. Well done Brentford. Hope other clubs take note.

@Dr_coxy: Brentford are a good club aren’t they, remember when they had the same shirt for two seasons so the fans don’t have to fork out for another top 9 months later

@thesoopabees: Got to say fair play to Jon Varney he’s smashed it the last couple of weeks with the season ticket freeze, the women’s football and now this

@lfctomo84: Well done Brentford 👏🏻

@gaskins_jack: Brentford seem to get everything right!

@VillaPaddy: Wow! This is how you nurture the future of your club. Love this 👏🏻

@wattsyup2: There’s nothing more important than keeping the next generation in love with the game. Live football experiences, and especially in the away end provide cherished shared experiences for families for life. We want to do everything we can to enable that.

@SianSAllpress: Any Spurs fans planning to bring their kids to Brentford, their tickets will only cost £10!!!

@JoshBP95: Meanwhile Manchester United upping their ticket price to £66… For a child. My club ❤️

@adamnicholson__: Every other club should take note

@JYaj:
Well done @BrentfordFC
Hi @Boro just saying ⬇️⬇️⬇️
Especially when me and the boy travel 4,000 miles plus each season…
I know they get prem money etc etc
#UTB #Boro

@jamiesense_:
Well done Brentford.
A proper football club unlike United.

@markhow311y: Wow – well done @BrentfordFC!! Maybe @ManUtd should take a leaf out of your book!!! Or maybe I’ll boycott old Trafford with my 2 sons who love football and instead of spending £198 to take them, I’ll spend £20 plus an adult price to watch a new team. Maybe they’ll become fans!!

@glazeroutsticks: Well played. This is what you should be doing @ManUtd instead of just trying to shake every penny out of us.