Aston Villa fans have expressed their dismay after the club announced ticket prices for their upcoming Champions League home matches that reach as high as £97. The club revealed on Wednesday that adult tickets for the four home fixtures in the revamped 36-team league format would be priced at £85, £94, and £97.
Season ticket-holders benefit from discounted rates ranging from £70 to £82. Fixtures at Villa Park will see Aston Villa face off against Bayern Munich, Bologna, Juventus, and Celtic. This marks Villa's return to Europe's top club competition for the first time in 41 years.
The Aston Villa Supporters' Trust (AVST) had met with the club towards the end of last season to discuss the potential pricing strategy for Champions League tickets. AVST emphasized that the pricing should not surpass that of a Category A game if Villa secured a spot in the competition. For the 2024-25 Premier League season, Villa's most expensive Category A ticket is £92, while the cheapest is £55. The least expensive Champions League ticket for an adult without a season ticket now comes in at £85. This marks a 55% increase from the equivalent Category A ticket price.
Fan Backlash
Fan forums and social media platforms have been buzzing with comments from disgruntled supporters. The increased prices may prevent long-time fans from attending the matches. Some fans expressed concern that this pricing strategy might set a precedent for future seasons. "For the club to announce Champions League ticket prices well above this season's category A is extremely disappointing," the Aston Villa Supporters' Trust said in a statement.
The Football Supporters' Association also weighed in, asserting that "Villa's ticket prices are truly eye-watering." The announcement has struck a nerve not just with those who regularly attend matches, but also with Avenue loyalists who had eagerly awaited this return to European competition.
The Club's Position
The club has yet to make a formal statement in response to the backlash, but it's evident that there is a significant gap between the AVST's recommendations and the announced ticket prices. Interestingly, the decision to set prices this high came after suggestions from the supporters' trust, highlighting a complex relationship between fan expectations and commercial realities.
As Aston Villa prepares to host some of Europe’s elite teams, the ticket pricing issue will linger in the minds of many supporters. The club's handling of this situation will be closely watched as Villa makes its much-anticipated return to the Champions League after 41 long years.
For now, Aston Villa finds itself in a delicate balancing act, striving to capitalize on the commercial opportunities provided by Champions League football while maintaining its dedicated fan base. The coming weeks and months will reveal how the club navigates these choppy waters, with the hopes of many riding not just on the performances on the pitch, but also on the decisions made off it.