Millwall Top the ‘Cost of Mascot Experiences’ Table
Millwall, currently sitting 14th in the Championship, finds itself at the top of an unusual league table: the ‘cost of mascot experiences.’ Despite their last Premier League campaign being in the 1989-90 season, the Lions have decided to charge their young supporters the most for this experience in the top two flights of English football. For the privilege of walking out with the team for a weekend game at the Den, fans must pay a staggering £400. To put this in perspective, the cost is £30 more than the price of Millwall’s cheapest adult season ticket for this season. What do you get for this hefty sum? A home kit, three match tickets, the opportunity to meet the players before the game, and a training session with a junior team coach. Interestingly, Millwall offers a £50 discount for midweek games, making it slightly more affordable but still one of the most expensive in the league.
Wolves’ Premium Mascot Experience
The second most expensive mascot package in English football belongs to Wolverhampton Wanderers, a club that has been struggling in the Premier League this season. Despite their challenges on the pitch, young Wolves fans are charged the most in the Premier League for a mascot experience, with packages starting at £290 and rising to £395. These packages include the opportunity to walk out alongside the team at Molineux, and some bundles come with additional benefits such as two adult and two junior tickets. Wolverhampton Wanderers, along with Millwall, are part of a select group of clubs that charge for this experience, while many other Premier League teams have made it free or restrict it to specific groups.
The Shift to Free Mascot Experiences
The trend of charging for mascot experiences is changing, with several Premier League clubs making the experience free this season. Aston Villa, for instance, charged up to £569 for category A matches last year, but this year, the privilege is exclusive to their rewards programme, children of military supporters, local schoolchildren, and charity partners. Similarly, AFC Bournemouth, which previously charged £300 for the experience, has now made it free. This shift reflects a growing awareness among clubs of the importance of fan engagement and the financial strain on supporters, particularly younger fans.
Brighton, Ipswich, and West Ham: The Remaining Fee-Payers
Brighton & Hove Albion, Ipswich Town, and West Ham United are among the few remaining top-division sides that charge for the mascot experience. Brighton offers a ‘captains package’ at £340, which includes three tickets and a pitchside pre-game warm-up with the club mascot, Gully the Seagull. For those looking to save, the ‘standard package’ is available at £240, with just two tickets and no pre-match photo in the center circle. Ipswich Town charges £250 for every game, providing two tickets and a penalty shootout among the benefits. West Ham United’s prices range from £175 to £375, including two tickets and an introduction to first-team players. Despite the costs, the high demand for these experiences has led some clubs, like Sunderland, to close their waiting lists until the 2028/29 season.
Free Experiences with Conditions
Even though many clubs have made the mascot experience free, they often come with conditions or are used for charitable purposes. At Brentford, the experience is free for junior season ticket holders aged between six and 12. At Manchester United, the Manchester United Foundation is responsible for allocating mascot experience places, typically offering them to children with long-term or terminal illnesses or those attending the Foundation’s schools and projects. These initiatives highlight the clubs’ commitment to community engagement and support for their youngest and most vulnerable fans.
The Championship’s Expensive Offerings
Moving down to the Championship, the trend of charging for mascot experiences continues, with several clubs offering paid packages. Sheffield United, Middlesbrough, and QPR all charge £350, with a varying number of complimentary tickets included. QPR even offers a deal with two mascot experience packages available for £450. Championship play-off hopefuls Blackburn Rovers, Bristol City, and Norwich all charge more than £200 per game. Sunderland, despite the high cost, has closed its waiting list until the 2028/29 season due to high demand, while West Bromwich Albion charges £150. Despite the costs, these experiences remain highly sought after by young fans and their families, highlighting the emotional and symbolic significance of walking out with the team.
