Brentford’s Gen10 initiative to keep football affordable for the next generation of fans will continue in the 2025/26 season.
Gen10 ensures that travelling junior fans* pay no more than £10 to watch the Bees in the Premier League - whether that is youngsters supporting Keith Andrews' side on the road, or under-18 away fans watching their team face the west Londoners at Gtech Community Stadium.
Brentford launched the initiative in December 2024 as a part of the club’s commitment to affordable football and ensuring the next generation can enjoy supporting the Bees.
Through Gen10, Brentford will subsidise the cost of junior away tickets at Premier League matches where the host club charges more than £10 to help reduce the overall cost of following the side.
The club will also reduce league ticket prices at the Gtech to £10 for all visiting under-18s fans.
The impact of Gen10
Since the launch of Gen10 last season, Brentford has seen a positive increase in the number of young people attend away matches:
Compared to the 2023/24 season, the club saw a 35 per cent increase in junior attendance in the 2024/25 season
Over 100 junior fans attended their first away game through Gen10 last season
Over 1000 Brentford fans took advantage of the Gen10 offer, with more than 600 buying multiple tickets
31 per cent of people who answered our 2024/25 end-of-season survey said they were more likely to bring a junior fan to a game because of Gen10
Fans can take advantage of Gen10 by being a season ticket holder, or member.
Find out more about purchasing a membership here
Brentford's 2025/26 Premier League campaign begins with a trip to Nottingham Forest on Sunday 17 August before Aston Villa visit the Gtech the following weekend.
*The junior tariff for away matches is set by the host team so the age group eligible for £10 tickets may vary from under-17 to under-21. The junior price tariff for visiting supporters at Gtech Community Stadium is under-18.