West Bromwich Albion are excited to welcome supporters back to The Hawthorns for the first home game of the 2026/27 season on Sunday!
There are plenty of activities to enjoy both before and after the battle with Burnley in the Sky Bet Championship (ko midday).
Fan Zone
The Fan Zone, located opposite the West Stand and Birmingham Road End corner in the Greggs car park, will be open from 9am until 11.45am. Supporters of both clubs with a valid match ticket are welcome to attend for free.
A wide range of entertainment will be on offer including live music from Tom from West Brom, a magician (Infiniti) performing magic tricks, inflatable challenges put on by The Albion Foundation, a gaming van, a sub soccer table, two carnival style games and an inflatable axe throwing challenge.
There may not be live football to enjoy on the big screen, however, highlights of Albion’s pre-season matches, as well as victories at Rotherham United and Norwich City, will be available to watch to whet the appetite ahead of kick-off against the Clarets.
Baggies fans can stock up on official merchandise for the 2026/27 campaign, with two retail wardrobes provided by the club shop present in the Fan Zone this weekend. The club shop will be open from 9am until kick-off, before reopening after the final whistle until 4pm.
Supporters will also be able to enjoy a brand-new food and drink offering this season, following the club’s new partnership with Freemans Event Partners - an award-winning event provider working with some of the UK and Europe’s most prestigious venues and stadia to deliver outstanding fan and spectator experiences.
An early kick-off calls for an early start in the Fan Zone. For those joining us from 9am, the new food and drink offering will include a selection of breakfast options, perfect for starting the matchday before the action gets underway.
There will be lots to choose from, whether you're grabbing an ice-cold pint with friends, tucking into freshly made Greek street food, or enjoying crispy southern fried chicken, there's plenty to keep you fuelled before kick-off. Those after a matchday treat can choose from pick & mix favourites and refreshing slushies, while iced coffee will also be available on the go.
Two bars will be open throughout the morning, giving fans the chance to grab a drink, take a seat and soak up the pre-match atmosphere before heading into the stadium.
The Fan Zone will feature a designated seating area with tables and benches, providing space to sit, eat and enjoy the pre-match entertainment. Two toilets and one accessible toilet will also be available.
Refreshments outside The Hawthorns
The new food and drink offering will extend beyond the Fan Zone, with three additional concession units located around the exterior of The Hawthorns.
Classic matchday food, including burgers and hot dogs, can be found outside the East Stand and home section of the Smethwick End, while Greek street food will be available for away supporters outside the Smethwick End.
New matchday specials arrive at The Hawthorns
Albion are delighted to introduce a brand-new range of matchday specials, available for supporters to enjoy throughout the 2026/27 season at The Hawthorns.
As part of the club’s ongoing commitment to enhancing the supporter experience, the Baggies' in-house catering team has developed a series of upgraded food offerings designed to bring even more flavour to matchdays in B71.
Following the recent success of winning gold for Overall Matchday Hospitality Experience at the Stadium Events & Hospitality Awards, the team is continuing to focus on delivering improvements across both the club’s hospitality areas and the general concourse experience.
The specials will run for two-to-three home fixtures at a time, rotating throughout the season to give supporters a wider variety of options alongside the usual matchday favourites.
For Albion’s opening three home games against Burnley, Charlton Athletic and Watford, supporters in the East Stand, Birmingham Road and West Stand will be able to purchase the new BBQ & Ranch Drizzle Stack.
In addition to the rotating specials, a new ‘Panjabi Grill’ Chicken Tikka & Fries will be available throughout the season across all four stands, bringing authentic Punjabi flavours to matchdays at The Hawthorns.
Both the matchday specials and the chicken tikka & fries will be priced at £8.50 and available to purchase from the moment turnstiles open.
Supporters are encouraged to arrive early, as only a limited number of specials will be prepared for each fixture.
Further dishes will be revealed across the course of the campaign, giving supporters even more to look forward to on every visit to The Hawthorns.
Hawthorns Helpers
We’re delighted to introduce Hawthorns Helpers to our matchday team for the 2026/27 term.
The helpers will provide a friendly and visible point of contact to welcome, assist and engage with both home and away fans throughout their matchday journey.
They will be wearing bright pink uniforms and will have ‘here to help’ flags on a backpack. They'll also be equipped with radios and matchday resources to help provide accurate information. The helpers will be positioned at key touch points at various locations throughout the day.
Post-match bar
The post-match bar will be open once again this season. Entry is free for all home ticket holders, with the bar staying open for 90 minutes after the full-time whistle.
Singer Tom from West Brom will be delivering a live performance, and there’s also some live football to enjoy on the screens – Manchester City’s Premier League battle with AFC Bournemouth (ko 2pm).
Additional Information
Young Baggies can now select a free piece of fruit in the family stand (West Stand).
The club has also built two new refreshment kiosks in the Birmingham Road stand concourse, with the primary aim of providing fans with increased access to draught beer, soft drinks and hot beverages, easing congestion in the central area.
The club have set up a new email address for supporters attending a West Bromwich Albion fixture for the first time. Fans are encouraged to send a message to experience@wbafc.co.uk and we'll do what we can to help make it a day to remember.
Phone charging stations provided by FUZE will continue to be in place around The Hawthorns. Supporters can take advantage of free charging using the code 'CHARGEUP2026'. The code can be used by anyone at checkout and is available on a one-per-person basis.
Sensory packs and ear defenders will also be available to purchase from the club shop, helping supporters who may benefit from additional sensory support to feel more comfortable throughout their matchday. Simply speak to a member of the club shop team to request one.
West Bromwich Albion are proud to continue to offer free sanitary products for women across all toilets within the concourse.
That’s all for now! Enjoy the game, and come on you Baggies!
