Aston Villa fans have voiced their frustration following the club's announcement of the ticket prices for their upcoming Champions League home matches, with prices reaching as high as £97. On Wednesday, Aston Villa revealed that tickets for the four home fixtures in the revamped 36-team league format would be priced at £85, £94, and £97 for adult non-season ticket holders.
Season ticket-holders have been granted some relief with discounted rates ranging from £70 to £82. Fixtures at Villa Park are set to include matches against European giants Bayern Munich, Bologna, Juventus, and Celtic, marking Villa's return to Europe's elite club competition for the first time in 41 years.
The Aston Villa Supporters' Trust (AVST) had previously met with club officials towards the end of the last season to discuss potential pricing strategies for these highly-anticipated Champions League fixtures. During these discussions, the AVST emphasized that the prices should not exceed those of a Category A game, providing an example from the current season where the most expensive Premier League Category A ticket is priced at £92, while the cheapest is £55.
Despite these recommendations, the cheapest ticket for the Champions League for an adult without a season ticket comes in at £85, representing a 55% increase from the equivalent Category A ticket price. This decision has not gone down well with the fanbase. Comments from disgruntled supporters have flooded fan forums and social media platforms, highlighting concerns that such elevated prices could prevent long-time fans from attending these historic matches.
The Aston Villa Supporters' Trust captured the sentiments of many, stating, "For the club to announce Champions League ticket prices well above this season's category A is extremely disappointing." The sentiment was echoed by the Football Supporters' Association, which remarked, "Villa's ticket prices are truly eye-watering."
This pricing strategy has cast a shadow over what should be a celebratory return to the Champions League. The decision to set the prices this high, even after suggestions from the supporters' trust, remains contentious. Some fans have voiced their fears that this pricing could set a precedent for future seasons, making it increasingly difficult for loyal supporters to afford tickets.
While the club has yet to issue a formal response to the backlash, the growing discontent among the fanbase is palpable. The significant gap between the AVST's recommendations and the actual announced ticket prices has only fueled the frustration. As Aston Villa prepares to host some of Europe's elite teams, the ticket pricing issue continues to linger in the minds of many supporters.
How Aston Villa navigates this situation will be closely observed. The club's handling of this contentious issue is critical, and it will be telling of their commitment to their fanbase in these pivotal moments. As the season progresses and the Champions League matches draw nearer, the anticipation and excitement will undoubtedly grow, but so too will the scrutiny surrounding the club's pricing decisions.