Recent scrutiny has focused on the Premier League’s pricing structure for mascot appearances, specifically the substantial fees charged by several top-tier clubs. A significant increase in costs – a staggering 157 percent since 2020 – has drawn considerable criticism, particularly given prior concerns about accessibility for families from lower income backgrounds.
Despite efforts to offer free mascot opportunities, a notable number of clubs continue to impose substantial charges. Currently, five Premier League teams—Nottingham Forest, Brighton & Hove Albion, Crystal Palace, Ipswich Town, and West Ham United—remain steadfast in their pricing policies. Notably, Nottingham Forest’s most expensive package – costing £1,800 plus Value Added Tax for Category A matches – currently holds the highest price tag within the entire league.
“This is absolutely shocking,” declared commentator Scarlett McCGwire, describing the fees as “exploitative.” McCGwire elaborated, stating: “We see these iconic moments at the start of Premier League games—the captain presenting a child with a game ball—and we assume these are children who have faced challenging circumstances. To discover that clubs are charging up to £1,800 – plus VAT – for this privilege is appalling and fundamentally exploitative.”
McCGwire further argued that the pricing creates an inequitable system: “It essentially limits participation to those with significant financial resources or who can undertake considerable fundraising efforts. These are wealthy clubs; they have a responsibility to be inclusive.”
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Supporting McCGwire’s assessment, commentator Candice Holdsworth characterized the charges as “extortion,” explaining: “The escalating costs are contributing to an increasingly prohibitive experience for many football fans. It’s a sad reflection on a sport traditionally enjoyed by working-class communities.”
“I think it’s just creating the impression, at least from people I know about going to football matches and trying to get season tickets, that it’s all becoming prohibitively expensive,” Holdsworth continued. “And that’s sad for what was traditionally a very working class sport.” She cited her grandfather’s experience as a Manchester City supporter: “My grandfather was a Man City supporter from a young age growing up, and he could always go. Now for his grandchildren, never, never, never, never.”
Some clubs defend their pricing by asserting that the packages encompass additional benefits such as hospitality services and branded merchandise. For example:
Club Responses:
- Nottingham Forest: The club maintains a commitment to inclusivity, stating they provide “multiple free-of-charge mascot places for each home game” alongside their premium packages. These opportunities are allocated to “deserving children and/or young participants from our Community Trust programmes.”
- Brighton & Hove Albion: Brighton offers two complimentary mascot spaces per home match and all away games. They justify their paid packages (up to £415) by stating they were introduced in response to repeated requests for this service, representing “value for money” and providing “an unforgettable experience” for children.
