Brentford win Overall Football Club of the Year at Football Business Awards | OneFootball

Brentford has won Overall Football Club of the Year at the Football Business Awards 2025.

The club also took home the award for Best Club Marketing Campaign – Premier League for Gen10, and silver in the Equality, Diversity and Inclusion award.

Brentford was shortlisted in the Sustainability award for its activity to promote sustainable travel and enhance the natural environment on its sites and in the community.

The club overcame competition from Wrexham, Aston Villa, Fulham and Luton Town to win Overall Club of the Year at the 2025 event.

The win is recognition of the off-field success throughout 2024, including the club’s work to keep football affordable for fans, particularly the results of the Gen10 campaign.

Gen10 is Brentford's initiative to subsidise the cost of junior away tickets at Premier League matches to £10, whether that is youngsters supporting the Bees on the road, or under-18 away fans travelling to watch their team face the Bees at Gtech Community Stadium.

Other highly commended work by the club included its sustainability activity to reduce travel costs for fans and enhance the natural environment on its sites, a progressive EDI programme centred on collective responsibility for inclusion and education, and a vibrant fan engagement programme that keeps fans at the heart of the club.

The award also recognises the club’s work in the community to improve cardiac health with Heart of West London and to grow connections with local schools and grassroots clubs, as well as progress in the redevelopment of the club’s academy.

Club staff, including chief executive Jon Varney and chair Cliff Crown, accepted the awards at an event in central London on Friday.

On the awards, Varney said: “We’re delighted to have our work across the club recognised at the Football Business Awards. Brentford will always be a community club, and we serve that community through our commitment to affordable football, a forward-thinking and meaningful approach to sustainability and inclusivity, and exceptional fan engagement.

“The Gen10 campaign is a perfect example of how Brentford is proud to do things differently. We’re taking steps to ensure that the next generation of football fans aren’t priced out of the game. Thank you to our fans for their enthusiasm and support in joining us on this journey.”

The Football Business Awards celebrates the best of the football industry whose work focuses off the pitch, either through exceptional business practice or community engagement.

The judging panel is made up of chief executives of football clubs, professional football associations, and grassroots football organisations.

On the Overall Club of the Year success, the Football Business Awards judges said: “Brentford was a supremely well-run club from top to bottom. Theirs was a really strong story of consistent business growth with success on the pitch to match.

“Brentford was one of the best run clubs with a clear vision, making football accessible and affordable for all. Their brilliant Gen10 ticketing campaign made them approachable and forward thinking.

“The club continues to be the beacon of diversity and inclusion in the UK with brilliant people at the heart of the club and it was great to see on-field success backed by strong fan engagement and community responsibility.”

On Gen10, winner of Best Club Marketing Campaign – Premier League, the judges added: “Brentford’s commitment to ensuring the next generation grows up in love with the game, not priced out of it, is outstanding. Putting supporters first and listening to them is top class fan engagement and this action will pay off longer term.”