Brentford have introduced a £10 price cap on tickets for kids who travel to away matches.
A week after Manchester United abolished concessions and set prices at an eyewatering £66, the Bees have launched a ‘Gen10’ initiative.
Under the drive, the club’s own supporters will pay no more than £10 to watch their team on the road, while under 18s who travel to the Gtech Community Stadium to follow the away side will benefit from the same limit.
United’s hike triggered protests at Old Trafford ahead of their match with Everton and at Anfield before Liverpool took on City, where fans joined forces to criticise rising prices.
Brentford say they have moved now to ‘demonstrate that more can be done to ensure football is accessible for families and young people’.
Chief executive Jon Varney added: “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 have introduced a £10 price cap on kids’ tickets when travelling for away fixtures
Thomas Frank was quick to praise the move and hailed the impact of the Bees’ travelling supporters
Thomas Frank, Brentford boss, hailed the move. ‘Incredible away support makes a massive difference to us,’ he said. ‘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.’