Posted on 5th December 2024
Brentford show the way with £10 ticket cap for young fans
This week Brentford bucked the trend of ever-increasing ticket prices by introducing a new concessionary price for young fans – who will now pay no more than £10 home and away.
Called the “Gen10” initiative, Brentford say the new pricing strategy aims “to keep football affordable for the next generation of fans”. In addition to fans at the Brentford Community Stadium, Brentford fans following the team to away games will also have their tickets capped at £10 with the difference subsidised by the club.
Brentford’s move comes against a backdrop of successive seasons of ticket price rises across the Premier League, with many clubs dramatically increasing their concessionary prices for young and old fans.
“Gen10 is a statement of intent,” Brentford chief executive Jon Varney said. “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 fans have welcomed the club’s move – Brentford Independent Association of Supporters said: “It is great to see the Club recognise the importance of keeping football affordable for everyone.”
BIAS welcomes the launch of GEN10 ensuring every junior fan will pay no more than £10 to watch us on the road this season.
Well done BFC.
Keeping football affordable for everyone is one of the key aims of BIAS – join us today and make our voice even stronger (link in bio). https://t.co/iQFwblVDSI— BIAS – Brentford FC fans (@BrentfordBIAS) December 3, 2024
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 the Brentford Community Stadium to £10 for all visiting fans under-18 too. Currently tickets can cost as much as £25 at away matches in the Premier League for under 18s.
What does the FSA think?
Brentford’s commitment to cheap tickets for young fans is extremely valuable at a time when clubs throughout the division are introducing eye-watering increases across the board.
Last week, Manchester United announced that there would be no more concessionary pricing for children attending Old Trafford, meaning tickets for the club’s remaining home games will now cost £66 – with absolutely no discount on offer for children or OAPs.
Concessionary pricing has also been under attack at West Ham United and Tottenham Hotspur this season, too, something supporters at the London clubs continue to campaign on. Elsewhere, Nottingham Forest introduced huge increases to ticket prices for young people.
Ticket prices must be hiked to generate revenue, these clubs say, and meet their obligations under the Premier League’s profit and sustainability rules – breaches of which can bring points penalties.
However, Brentford have shown that those arguments don’t stand up at all, particularly in an era of record broadcasting and commercial revenue.
Squeezing loyal matchgoing fans for an extra million or two will not transform a Premier League club’s fortunes. Stop exploiting loyalty.
