Albion today announce a series of new measures aimed at preventing the misuse of concession tickets ahead of the 2026/27 Sky Bet Championship campaign.
Under the Unauthorised Entry to Football Matches Act 2026, which came into force in March, it is now a criminal offence to enter The Hawthorns with the incorrect category of ticket.
Baggies supporters are encouraged to check they have purchased the correct category of ticket before attending matches at The Hawthorns this season. To upgrade, please visit the Ticket Office or call 0121 227 2227. Ticketing staff are on hand to help supporters upgrade to the correct category quickly and easily.
Turnstiles have been upgraded, new mobile readers purchased and additional stewards recruited to help ensure supporters are using the correct category of ticket.
Albion remain proud of the pricing on offer at The Hawthorns, where some of the best value concessionary tickets in English football are available. However, keeping concessionary prices affordable depends on supporters purchasing the correct category of ticket.
Supporters who attempt to access the stadium using the incorrect category of ticket will have their ticket blocked and will be required to upgrade it at the Ticket Office. A record of this will be kept and a second attempt will result in the supporter’s ticketing account being suspended.
Albion have consulted with supporters through various fan engagement mechanisms, including its Fan Advisory Board, regarding these measures. All parties involved believe concession ticket misuse is wholly unfair on the vast majority of supporters who pay the correct price.
How will the new measures work?
Baggies fans will notice several new features designed to combat concession ticket misuse at The Hawthorns.
Turnstiles have been clearly signed and designated either “adult” or “adult & concession”. Adult turnstiles will only admit supporters holding adult tickets. Adults can also enter via an adult and concession turnstile – if they are entering with a child, for example. Adult and concession turnstiles will be subject to enhanced checks. Measures have been put in place to ensure there remains a steady flow of entry into the stadium. To avoid queues, supporters are advised to enter the stadium early, if possible. Photo identification will help to quickly verify checks but is not mandatory.
Additional mobile ticket scanners have been introduced this summer to help identify supporters attempting to enter the stadium using the incorrect category of ticket.
Extra stewards will also be on hand to assist supporters who need to upgrade their ticket.
Should stewards identify someone incorrectly using a concession ticket, entry to the game will be blocked and the individual will be directed to the East Stand Ticket Office, where they can upgrade to the correct category and enter the stadium.
If this happens for a second time, the supporter will have their ticket account suspended.
These measures will also be implemented at away turnstiles, where the club has identified higher levels of concession ticket misuse.
To avoid any issues entering the stadium, supporters are urged to purchase the correct ticket.
Guidance for disabled supporters
The club is firmly committed to ensuring all supporters are treated fairly and respectfully. Albion remain fully committed to accessibility and inclusion and wish to make it clear that the measures introduced to address the misuse of concession tickets are intended solely to protect the integrity of the ticketing scheme and are not designed to discriminate against, disadvantage or deter disabled supporters, nor to restrict their access to the stadium.
Disabled supporters can enter the stadium via accessibility entrances in each stand. Alternatively, where it is possible for them to do so, disabled supporters can enter via a turnstile. Adult disabled supporters can enter via an “adult” or “adult & concession” turnstile, while disabled fans who purchase a concession ticket, such as children, can enter via an “adult & concession” turnstile.