According to “Varzesh3,” the most expensive mascot package has seen a 157% price increase since 2020, when clubs were accused of neglecting low-income families. Half of the Premier League clubs now offer this opportunity for free. However, clubs like Nottingham Forest, Brighton, Crystal Palace, Ipswich, and West Ham still charge fees, which critics describe as “exploitative.”

Clubs defend their pricing policies, stating that these packages often include hospitality services and full kits, and some opportunities are provided free to club members. However, Caroline Dinenage, Chair of the UK Parliament’s Culture, Media, and Sport Committee, alongside fan groups and other MPs, described the pricing as “regrettable.”

She said: “It is regrettable that some clubs, with their high pricing, deprive many young fans of this wonderful experience.”

In 2020, the highest fees were around £700. Clubs like West Ham, Forest, Norwich, and Aston Villa charged over £500 for their biggest matches, sparking fan protests. Villa quietly removed these fees, and West Ham reduced its maximum price.

Now, Nottingham Forest offers the most expensive package at £1,800 + VAT for a Premier League match. This package includes one child and three guests in the club’s hospitality area.

Neil Cooper, CEO of Fair Game, representing 35 football clubs across various leagues, responded: “Being a mascot is one of the best experiences for young fans, and seeing wealthy Premier League clubs with billionaire owners like Nottingham Forest, Brighton, Crystal Palace, Ipswich, and West Ham demanding such amounts is simply wrong.”

Forest and Brighton, charging up to £1,800 and £415 respectively, reject criticism of their pricing structures, stating they regularly offer free opportunities.

Nottingham Forest said in a statement: “On matchdays, we invite at least two children as mascots. One is invited through the club’s charity programs for free, and the other is part of a hospitality package with no separate pricing. Throughout the season, we offer several free mascot opportunities per match, sometimes up to five children. These opportunities go to selected children or members of our charity programs.”

Brighton also stated: “We offer two free mascot opportunities at every home game and all away matches. When only one child is selected, that package is free. Paid packages at £415 are offered due to high demand and usually sell out within weeks. We believe these packages are worth the cost and provide an unforgettable experience for children.”

Clive Efford, Chair of the Public Accounts Commission, said: “Pricing out working-class families from even a single mascot experience is utterly greedy. Given the millions clubs receive from TV deals, how can they justify charging for such a childhood dream? They should be ashamed.”

Forest’s pricing structure contrasts with the overall matchday experience at the City Ground. Recent research found it to be the second-cheapest stadium in the league, with the lowest taxi fares and season tickets starting at £550, along with the cheapest stadium meal at £3.30. Meanwhile, the £1,800 mascot package exceeds the average monthly rent for a three-bedroom house in Nottingham (£1,373).”

Efford added: “This is a clear sign of squeezing every possible penny from fans and completely disregarding families who cannot afford such amounts. Football has become entertainment for the wealthy and corporate clients. I hope the new football regulator can intervene.”