In today’s football scene, the mascot experience has become a hot ticket item.
Moreover, fans now pay a premium to walk out alongside their heroes on matchday. Interestingly, the cost to be a mascot varies widely across clubs. This trend has even reached clubs that have not featured in the top flight for decades.
Millwall, currently 14th in the Championship, tops the mascot price charts. Despite their last Premier League campaign dating back to 1989–90, the Lions charge young supporters a staggering £400 for a weekend game at The Den. Furthermore, the package is more expensive than Millwall’s cheapest adult season ticket, which is priced £30 less.
Fans signing up for Millwall’s offer receive a full home kit, three match tickets, a pre-game meet-and-greet with the players, and even a training session with a junior team coach. Additionally, Alex Neil’s side rewards midweek fans with a £50 discount, making the package a unique yet costly experience. Notably, children must buy and wear the latest home kit, retailing at approximately £73.
Meanwhile, Wolverhampton Wanderers present the second priciest mascot package in English football. Vitor Pereira took charge in December when Wolves sat 19th and five points from safety; now, they enjoy a two-point gap over Leicester City. Consequently, young Wolves fans pay between £290 and £395 for a matchday experience at Molineux, with some bundles including two adult and two junior tickets.
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Aston Villa has also restructured its approach. Last season, the club charged between £524 for category B matches and an eye-watering £569 for category A games. However, this season the experience is free, although access is now limited to rewards programme members, children of military supporters, local schoolchildren, and those linked to the club’s charity partners. Thus, the once costly opportunity has been tightened in scope.
In addition, AFC Bournemouth has made the mascot experience free this season after charging £300 previously. Conversely, Brighton & Hove Albion offer a ‘captains package’ at £340, which includes three tickets and a pitchside warm-up with Gully the Seagull. Ipswich Town charges a flat £250, while West Ham United’s packages range from £175 to £375, including two tickets and an introduction to first-team players.
Moreover, several top-flight clubs do not charge for the mascot experience at all. Arsenal, Chelsea, Everton, Leicester City, Liverpool, Manchester City, Manchester United, Newcastle United, Nottingham Forest, Southampton, and Tottenham Hotspur all offer free entry. Notably, Brentford provides free access for junior season ticket holders aged six to 12. In contrast, West Ham, Wolves, Brighton, and Ipswich stand out as the few clubs that require a fee.
Finally, in the Championship, nine clubs offer paid mascot experiences. Sheffield United, Middlesbrough, and QPR each charge £350, with QPR even providing two packages at £450. Additionally, Blackburn Rovers, Bristol City, and Norwich demand fees exceeding £200 per game, while Sunderland and West Bromwich Albion charge £185 and £150 respectively. Consequently, high demand has forced Sunderland to close their waiting list until the 2028/29 season, and West Brom’s packages have already sold out for the remainder of the campaign.
