Aston Villa defend Champions League ticket prices amid fan backlash
Aston Villa have defended the club’s ticket prices for this year’s home Champions League fixtures, citing financial constraints following backlash from supporters.
Villa will feature in this season’s Champions League, marking their return to Europe’s elite club football competition after a 41-year hiatus.
However, the club drew backlash from supporter groups earlier this month, when it was revealed that tickets for the team’s upcoming home Champions League matches against Bayern Munich, Bologna, Juventus and Celtic would be priced at £85, £94 and £97.
Meanwhile, season ticket holders will be able to purchase tickets at £70, £79 and £82.
The Aston Villa Supporters Trust (AVST) subsequently released a statement on 4th September, condemning the club’s ‘out of touch’ pricing.
‘For the club to announce Champions League ticket prices well above this season’s Category A is extremely disappointing, especially given the recent match day experience with delays of over 30 minutes getting into the ground, issues with access to seating and toilet facilities,’ the AVST said.
‘When compared to other English clubs in the Champions League this year and indeed UEFA’s own away ticket price cap, today’s announcement is out of touch.
‘Loyal Villa fans who’ve waited as long as 40 years to celebrate this momentous season are being punished and exploited at the expense of the Club’s compliance to [Profit and Sustainability Rules] PSR, [Environmental, Social, and Responsible] ESR and publicly known revenue generation targets.’
Earlier this month, UEFA introduced a new cap for away ticket prices across its club competitions, with €60 the maximum fee for visiting fan tickets in the Champions League.
In response, Aston Villa’s President of Business Operations, Chris Heck, said in a statement, ‘We recognise and understand the depth of passion felt amongst fans and their recent frustration around ticket pricing.
‘Achieving our sporting ambitions while complying with financial stability regulations requires difficult decisions.
‘Financial fair play rules prohibit owners from covering shortfalls to finance this ambition, so we need to generate as much revenue as possible through sponsorships, merchandise, and ticket sales to ensure that we can keep the Club where it rightfully belongs – competing (and winning) at the top of English and European football.’
Heck continued, ‘Our priority will always be to match our collective ambition while ensuring that we are able to increase stadium capacity each season and provide the best matchday experience for all our fans.’
After reporting a loss of £119.6m for the 2022/23 season in March, Villa are aiming to comply with the Premier League’s PSR regulations, which prohibits teams from making a £105m loss over a three-year period.
Villa will kick off their Champions league campaign at Villa Park against Bayern Munich on 2nd October.
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