In a season beset by schedule disruptions, Seattle Reign want to make it easier for fans to come to games and boost their attendance. The club announced today the launch of a new “Future Fans Free” initiative, making tickets free for select matches for children age 12 and younger. Fans will be able to acquire up to five free children’s tickets with the purchase of an adult ticket. The club believes this is the widest-ranging kids ticket program in North American pro sports, at a time when sports are becoming unaffordable for many families.
“We believe the future of the game should be accessible,” said Seattle Reign FC Chief Business Officer Maya Mendoza-Exstrom in a team release. “If we want to shape the future of women’s sports culture, we have to intentionally invite the next generation into it — not occasionally, but consistently. This initiative reflects a broader evolution in how we think about fandom, participation and belonging, and how we build lifelong connection around this club and this sport.”
Six of the Reign’s remaining nine home games are part of the promotion, including their next home match against Portland on July 12, as well as August games against Angel City and Houston, September games against San Diego and Bay FC, and the season finale on November 1 against Orlando.
The Reign will also launch expanded Kids Club experiences during these matchdays, including collectible matchday elements and interactive fan experiences. Starting in 2027, season ticket holders will also be eligible for a season-long benefit for kids 12 and under.
The Reign are hoping to leverage additional attention on the sport and city as part of the upcoming Men’s World Cup to launch long-term initiatives to increase awareness of the club around the region. Team sponsor Starbucks will be the presenting partner of the new program, and the company will be adding promotional signage in select coffee shops around the state.
This initiative comes at a time where attendance is on a downward trajectory for the club, and fans are feeling increasingly frustrated with outreach and communications. In three home games at Lumen Field this year, the Reign are averaging just over 7,400 fans, a decrease of over 400 from last season and 1,100 from two years ago. Crowds tend to grow during the summer months, but this season features a two-month gap between home matches due to Lumen Field being part of the World Cup.
