Premier League football club Brentford has begun issuing ‘yellow cards’ to fans that did not use their season tickets to attend the opening match against Tottenham Hotspur on Sunday.
The new ‘every seat counts’ policy was introduced this season for season ticket and premium seat holders, to reduce the number of empty seats at Gtech Community Stadium and give more fans the chance of attending home matches.
Season ticket and premium seat holders must use their seats for as many games as possible, by actually attending; passing a ticket onto a guest that attends in their place; listing their ticket on the club’s ticket exchange before 10am on matchday (regardless of it selling); or listing after the 10am deadline and it is sold.
If a fan does not use their season ticket or premium seat for a home league match, they will receive a yellow card. Should a fan collect four yellow cards between the start of the 2023-24 season and the season ticket renewal date in March 2024, they will lose the right to renew for the 2024-25 season.
If fans receive a yellow card email but did use their ticket, they can dispute this by replying to the email within two weeks. Fans must include a clear photo of themselves, or whoever used the seat, to help with identification checks, but does not need to be from the game itself. This needs to be accompanied by the fan number, an explanation of why the card may have not been scanned or registered, and details of the seat that they sat in during the game.
The club will then check CCTV from the game and adjust the yellow card record if it is clear the fan did attend, and confirm in writing the outcome of any disputes.
Later in the season, at the time of season ticket renewals, there will be a separate appeals process for those that have received too many yellow cards and have lost the automatic right to renew.