Featured Image: AndyScott, CC BY-SA 4.0, Edited for size
Premier League club Brentford has launched Gen10, a new initiative that will help younger football fans enjoy games for no more than £10 (€12/$13).
The deal applies to all junior fans travelling for away games, whether they are watching Brentford on the road or away supporters visiting Gtech Community Stadium.
Brentford will subsidise the cost of junior away tickets at Premier League matches, helping to reduce the overall cost of supporting the club on the road. Additionally, the club will 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.
“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,” commented Jon Varney, Brentford chief executive.
“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.”
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). The junior tariff for away matches is set by the host team so the age group eligible for £10 tickets may vary from under-17s to under-21s, however the Gen10 scheme will only cover up to under-18s.
Varney added: “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% 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 scheme will come into effect for the Southampton vs Brentford game on January 4, and for home matches from the Brentford vs Tottenham Hotspur tie on February 1.
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