Through the Gen10 campaign, Brentford FC subsidises the cost of junior Premier League away tickets to £10 for Bees fans travelling away and for rival juniors visiting the Gtech.

After only half a season, we achieved a 35% increase in junior away attendance. 124 juniors attended their first away game, and average overall away attendance increased by 183 fans per match by the end of 2024/25.

It’s a pioneering move, yet to be adopted anywhere else, and part of our club’s ‘affordable football’ ethos that shows the rest of the industry what more can be done to reduce financial barriers for fans.

When rising costs for supporters and slashed concessions are commonplace, Brentford’s Gen10 campaign is ensuring the next generation of football fans grow up in love with the game, not priced out of it.