Brentford have confirmed their new home kit will be worn for two seasons running, a sustainability move that has divided opinion among top-flight bosses. The Bees also froze prices for next summer, a first in the Premier League era. The club sit ninth after a tight 2025 campaign and face Sunderland on 5 September 2026.
What does Brentford’s two-year kit plan involve?
Brentford released their new home shirt on 18 July 2026 and will wear it through 2027-28. Prices for the 2027-28 kit are also frozen, a break from the usual annual cycle. The club say the plan cuts waste and saves supporters money, aligning with their broader sustainability push. Brentford scored 55 goals last season but conceded 52, leaving them three clear of the drop.
Why top clubs won’t copy Brentford’s plan
Keith Wyness, ex-Everton CEO and now a football consultant, told Football Insider the idea works for Brentford but not for the elite. He argued clubs selling multi-millions of shirts globally would lose too much revenue. Wyness called it a “good moral scoring point” but warned many fans like the freshness of a new strip each season. He added that the ritual of a new kit launch fuels anticipation ahead of the campaign.
Fan reaction and Brentford’s balancing act
Wyness stressed he sees both sides of the debate. Some Bees fans may prefer the novelty of a fresh design, while others back the sustainability angle. The club’s financials remain far smaller than the “big boys”, so the risk of lost sales is lower. Brentford’s recent run of draws shows they’re still finding their rhythm after a competitive 2025.
What comes next for Brentford
Brentford host Sunderland on 5 September 2026 in their first home league game of the new season. The visitors sit seventh, so the clash could shape the early title race. With 32 points separating Brentford from leaders Arsenal last term, every point matters. The Bees’ next move in the transfer market will also be watched closely after their interest in Zian Flemming was reported.
