Every Seat Counts: Mid-season update

In partnership with

Brentford FC

·28. Januar 2025

Every Seat Counts: Mid-season update

More Brentford fans are attending Premier League matches at Gtech Community Stadium due to our Every Seat Counts policy.

Mid-season insights also show that increased use of the ticket exchange has improved average occupancy for league matches at the Gtech this season.

We introduced the Every Seat Counts policy to reduce the number of empty seats on matchdays, ensuring we have as many Bees fans as possible in the ground to support the team.

We’re pleased that the results from our mid-season review (for the first 10 league games of this season) show that the policy is delivering on its aims thanks to increased use of the ticket exchange, alongside other positive trends:

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8,826 general admission tickets were purchased on the ticket exchange for the first 10 league games of this season, a 15 per cent increase on the first 10 league games of last season
742 premium tickets were purchased on the ticket exchange for the first 10 league games this season, a 124 per cent increase on the first 10 league games of last season
Average season ticket holder attendance has increased to 96 per cent for last season and this season to date combined, compared to 90 per cent during the 2022/23 season
The number of member tickets purchased increased by 12 per cent between the 2022/23 and 2023/24 seasons, and has increased a further six per cent this season so far
£313,844 in credit has been reimbursed to 4,904 season ticket holders’ accounts (general admission and premium) this season so far, as a result of selling match tickets on the ticket exchange

At the beginning of the season, we revealed that the implementation of the Every Seat Counts policy led to a significant reduction of empty seats, around 500 fewer per match.

This trend has continued this season and has been helped by the earlier deadline of 2pm on the day before each game, put in place to give members more time to access tickets on the ticket exchange.

The club would like thank all season ticket holders for their continued support in making the Every Seat Counts policy a success.

Yellow cards

As a reminder, season ticket holders that don’t ‘use’ their ticket for a league match will receive a yellow card.

Season ticket holders can 'use' their ticket by:

Attending the match and having their season ticket card scanned
Transferring their ticket to another Brentford supporter who scans the ticket
Listing their ticket on the ticket exchange prior to 2pm on the day before a game
Selling their ticket on the ticket exchange, even if it’s after the 2pm deadline

We understand that sometimes things come up at the last minute that may stop you from using or listing your ticket, which is why we allow all fans to accumulate three yellow cards before the season ticket renewal date without any consequence.

Those who receive four or more yellow cards will lose their automatic right to renew but we want to re-emphasise that this policy is in place to reduce the number of empty seats, not to put long-term season ticket holders at risk of losing their season ticket.

After 10 league games this season, more than 10,000 season ticket holders had not received any yellow cards which demonstrates that awareness of the policy is good and that fans are ‘using’ their ticket as intended. Only 13 fans had accumulated four or more yellow cards by the mid-season point.

If you receive a yellow card but were at the game, this is not a cause for concern. Please contact the club using disputes@brentfordfc.com and our team will look into it.

An appeals process, managed in conjunction with official fan groups, will also be open at the end of the season for anyone with four or more yellow cards to make sure that the renewal process is fair.