'We are making football more affordable to build our future'
Brentford director Niti Raj says that keeping costs down for supporters is a key pillar of the club's vision to engage future generations of Bees fans.
This week, BBC Radio 5 Live Breakfast has been given exclusive behind-the-scenes access to Brentford Football Club, getting an insight into how things operate.
Raj believes Brentford have a "responsibility" to keep prices down for fans of all ages.
"We are talking about affordability for our fans and if we can't get seven or eight year-olds interested in the football, they will go to something else," he said.
"So we have got a responsibility to make sure that the fans who are seven years old are going to be fans when they are 70.
"Part of that is about having good prices for them."
This includes giving youngsters a chance to travel to away fixtures as well.
"Kids of that age, when they are getting into football, are going to have these amazing away experiences and part of that is because they can afford to come on them," he added.
"If we can make football more affordable, we are doing that to build our future."
Raj also believes that the fact the Bees have less funds available to them than clubs such as Manchester United or Manchester City allows them to be more innovative.
"I was talking earlier about the hunger that in some respects it helps keep you focused," he said.
"On one hand, you might not have problems when thinking about resources of what you need to bring in, but then it also means you are maybe not as focused.
"There is a big correlation between money spent and performance in our industry and the clubs that have got the most tend to do the best.
"Do I feel sympathy for it [Manchester United's financial struggles of late]? No. But I also recognise that we have a strength that comes from our position."
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