Brentford has announced that season ticket prices will remain frozen for the 2025/26 season.
The news was revealed by chief executive Jon Varney at this week’s fans' forum, held at Gtech Community Stadium, where he addressed a variety of topics relating to this season and the future.
Varney announced on the night: “I'm sure you'll be delighted to know, we're going to freeze our season ticket prices for next year.”
The decision to freeze season ticket prices underscores the club’s commitment to its supporters, ensuring that football at Gtech Community Stadium remains accessible and affordable.
In what was a well-attended event, Varney also went on to answer questions on a range of subjects including:
Reflecting on the season ticket prices freeze and the demands to invest on the field….
“That is the balance, isn't it? And that's why some of the other levers that we have to pull to drive revenues - like driving sponsorship, broadcast income - we've got to work incredibly hard at, because ultimately, they're the revenue streams that do make the material difference to us.”
On whether the club is changing as it grows….
“I hope not. But we all grow and get older as individuals and a club is no different, we do change a little bit. I think we've got some fabulous guard rails here as a football club to keep us on track. We've got a great owner who's hugely committed to the football club. But those values of togetherness, progressive, respectful, I think they keep us very focused and keep us very honest.
“An example being our season ticket prices, which I'm sure you'll be delighted to know, we're going to freeze for next year, so there will be no ticket increases.
"That's all part of our values-driven activities, the sustainability, the kit that lasts for two years. There are huge pressures for us to grow our revenue, but also, we're not doing that at any cost.
"There are things that we will be doing and do that won't be in favour with every single fan, I get that, but hopefully we bring a balance to it.”
On the season so far….
“I think it's been a really good start to the year, with some huge projects that needed to be delivered. We've now opened up the Academy at Jersey Road, which has required a lot of investment.
"At last count, thinking for Jersey Road alone, we’ve sunk north of £50 million over the last five years, providing great facilities for our playing department.
"And then, from an off-pitch perspective, we moved offices out of 27 Great West Road across the road into Vantage London, and we're just going through just a massive period of growth, so trying to embed new people into the organisation.
“But the Academy has definitely put another layer on that. We're on budget, we've got the recruitment in that we needed to do, and hopefully we're providing everybody, both on pitch and off pitch, with an environment for them to succeed.”
On the use of the Gtech
“I can categorically say we've had no conversations with London Irish at all to come back and play at the Gtech.
“We thoroughly enjoyed hosting the Women's Euros. We really enjoyed hosting the Australia, New Zealand international.
"So, we do have an appetite to use this brilliant stadium that we've got for more activities, and we want to put more women's games on here. They've been fantastic events for everybody, for the girls that are playing, but also the fans that have been attending.
"So, I want to make sure that we're using this great facility as much as we possibly can.”
On what more we can do to promote the club
“I think a lot of that comes back down to that matchday experience and the way that we're playing on the football pitch because if we've got that great atmosphere in the stadium, the broadcasters love it and they want to come.
"Clearly, the more games that we get exposed to, the broader territories that it's reached out to, and that can only be good for the football club.
“Also, I think a lot of the work that we're trying to do now is clearly internationally facing, but I think there's also a big job for us still to do in the local community. Within a striking distance of this stadium, a million people live, and that's a huge fan base for us to go after.
“So, I think we've got to start putting a few more levers, like Wheatsheaf Park, where we've got great football going on there with the academy and B team.
"We've got to start selling that out each week, and we're starting to see some great attendances for the women's games at the Gtech. We're all on a journey with it.”
On the women’s team
“At the moment they play at Bedfont and they like playing at Bedfont. They’re a really good host for our women’s team. On an average game, they’re going to get 300-400 people going down there.
"When we really put our weight behind it, I think the biggest one [attendance] was about 1,100 people.
"We have Wheatsheaf Park, which is a fantastic venue, brilliant playing surface, good facilities, and we think that could host around 2,500 people. There’s room for growth there.
"The key is to get more regular fixtures back at the Gtech. Everybody has had a thoroughly enjoyable afternoon coming to watch the women’s team play here.”
On fan atmosphere
“I think the place is absolutely rocking before kick-off and into kick-off. And if we're lucky enough to get those three points, it is absolutely rocking from Freed From Desire at the end.
"There is a bit of work to be done in the middle, when the boys need as much noise as possible, and that's the one thing I want to get our Fan Advisory Board really focused on, because I think it doesn't work if it's club driven.
“I think it has to be organic. I think it has to come from the supporters, otherwise it looks fake. I think that's one thing that we all massively need to collectively work on.”