Brentford Football Club’s Gen10 campaign has won Best Fan Engagement Programme at the 2025 Sports Business Awards.

Gen10 also received the bronze award in the Best Sports Marketing Campaign category.

Success at the Sports Business Awards recognises the impact Gen10 is having on making away games more affordable, accessible, and welcoming for young fans and their families.

Under Gen10, the club subsidises the cost of a junior away ticket to watch Brentford in the Premier League to £10, whether they’re a Bees fan on the road or a junior away supporter visiting Gtech Community Stadium.

Since its launch in January 2025, Gen10 has helped families attend more away matches and has given many of our junior fans the opportunity to watch Brentford play away from home for the first time.

At the ceremony, the campaign was commended by a multi-sport panel of senior executives in sport as a “great initiative” with a “real feel for understanding Brentford’s community and fans”.

Earlier this year, Gen10 won Best Club Marketing Campaign (Premier League) at the Football Business Awards. At the awards event in May, the judges said: “Brentford’s commitment to ensuring the next generation grows up in love with the game, not priced out of it, is outstanding. Putting supporters first and listening to them is top-class fan engagement and this action will pay off, longer term.”

Gen10 continues this season thanks to the support of our fans who have made it a success.

Find out how you can watch Brentford play away from home with our 2025/26 ticketing guide.