Brentford Football Club has teamed up with Hounslow Highways and local pubs to keep the streets surrounding the stadium clean on match days.
The Bees’ move from League One to the Sky Bet Championship this season has seen a climb in average attendance from 4,500 (in 2012) to over 10,000 resulting in more litter being dropped outside the stadium.
Under a Hounslow Highways initiative, Hounslow Council’s contractor, staff from Brentford FC and publicans from The Griffin, Royal Oak, Princess Royal and The New Inn, at all four corners of the stadium, carry out a litter pick.
Hounslow Highways also places out 15 temporary bins on the morning of each match and increases street sweeping.
Brentford Football Club Operations Manager Alan Walsh said: “Brentford FC has been working with Hounslow Highways and the public houses in the community to ensure that our local residential streets are kept to an excellent standard for our spectators, visitors and our local residents.
“We want to give the right impression and ensure that the match day experience is portrayed in the best environment for all to enjoy.”
Councillor Richard Foote, cabinet member for community protection, said: “This is a great example of a forward thinking football club working with the council and local community to make for a better environment.
"I think this is the Bees’ knees of a project.”
Publicans agreed that the extra bins had made a “huge difference” to the levels of litter on match days.
Hounslow Highways is also hoping to involve other local businesses, such as off-licences and fast food outlets, to provide assistance where they can.
Hounslow Highways Operations Manager Ian Lennock said: “We identified this issue and have devised a new cleansing plan that is working well.
"It is fantastic that local businesses and the football club have come together with us to help make a difference on match days.
"This is a community issue where multiple parties need to work together to manage it.
"The huge growth in spectators has certainly been noticed on the streets and we are all working together to ensure the area remains clean and safe.”