Brentford has won the Best Fan Engagement award at the Global Football Industry Awards, recognising the club’s commitment to creating meaningful experiences for supporters and strengthening its relationship with fans.
The award was presented on Thursday evening at a ceremony in London, which brought together some of football’s most influential business leaders, brands and organisations to celebrate innovation and excellence across the industry.
Brentford emerged victorious from a highly competitive shortlist featuring some of the biggest names in world football, including the Premier League, Barcelona, Juventus and Borussia Dortmund.
The recognition follows a productive 12 months of fan engagement and supporter experience activity across the club.
Among the initiatives delivered during the past year was the introduction of new fan-led flag displays and the formation of a supporter atmosphere working group, helping fans play a greater role in shaping the matchday experience at Gtech Community Stadium.
The club also refreshed its official website, continued its Gen10 programme for young supporters, participated in Premier League Mornings Live events in the US, established a junior supporters’ board, and hosted a Bees United supporter Q&A session with CEO Jon Varney.
Supporter engagement has remained central to several key club initiatives. Brentford froze the price of the majority of match-by-match tickets for the current season, while continued strong away followings have demonstrated the passion and commitment of supporters both at home and on the road.
The club has also continued to improve accessibility for supporters attending matches and lobbied for a Premier League pilot to support the implementation of family-friendly seating at away games. Recent enhancements at Gtech Community Stadium include new wayfinding signage and lowered drink shelves in every stand to better serve wheelchair users.
A number of activations have focused on bringing fans together around causes and moments that matter to the Brentford community, while the club has continued to create more opportunities for diverse supporter voices to be heard through initiatives such as the Women’s and Girls Forum. The Bees faithful have also increasingly embraced sustainable travel through growing participation in Bike to Brentford, supported by the continued work of Sustaina-Bees.
This latest award is recognition for the collective efforts of supporters, staff, partners and fan groups who continue to help shape the club’s future.
Brentford and principal partner Indeed were shortlisted in the Best Sponsorship or Partnership category, recognising the ongoing success of a relationship that continues to deliver positive outcomes for supporters, the community and both organisations. Matthew Benham was also nominated for the Business Trailblazer award.
The Best Fan Engagement award is a significant achievement for Brentford and reinforces the club’s commitment to ensuring supporters remain at the heart of everything it does.