Brentford have announced travelling junior fans will pay no more than £10 to watch Brentford in the Premier League for the rest of the season.

To help reduce the overall cost of supporting the club on the road, Brentford will subsidise the cost of junior away tickets where host Premier League clubs charge more than £10.

The initiative — called Gen10 — will also extend to under-18 away fans visiting the Gtech Community Stadium from other top-flight clubs. These tickets currently cost as much as £25.

There is already a £30 price cap on adult away tickets for Premier League games. But Brentford’s Gen10 initiative takes that a step further by ensuring football is accessible to younger fans and families too.

At a time when other Premier League clubs are pricing out their supporters with season ticket price hikes, it is refreshing to see Brentford’s commitment to keeping the next gen engaged. The cost of living crisis means people are having to sacrifice privileges like going to watch football. But this is how you look out for your community in a time of need.

Here’s hoping more top clubs follow suit.