Fans can be charged as high as £97 to attend group stage matches.
Aston Villa is facing a storm of criticism from their own fans after announcing steep ticket prices for their long-awaited return to the Champions League this season. After 40 years away from Europe's most prestigious football tournament, Villa Park will host matches against top European teams, including Bayern Munich, Juventus, and Celtic. However, the excitement surrounding their Champions League journey has been overshadowed by outrage over ticket prices. The club revealed earlier this week that tickets for adult fans for their four home group stage matches would cost between £85 and £97. Even for season ticket holders, the discounted prices are still steep, ranging from £70 to £82. While there are some concessions for seniors, under-21s, and military personnel, as well as discounted rates for junior season ticket holders, many loyal fans feel that the prices are excessive.
Aston Villa can confirm ticket details for our Champions League campaign.
— Aston Villa (@AVFCOfficial) September 4, 2024
These prices come just days after UEFA imposed a maximum cap of £50 for away tickets in this season's Champions League, making Villa's home ticket rates stand out even more. For many supporters, the move feels like a slap in the face, particularly given the historic nature of the season, and some fans feel priced out of celebrating their club's biggest achievement in decades.
The Aston Villa Supporters' Trust voiced their dismay in a scathing statement. "For the club to announce Champions League ticket prices well above this season's category A is extremely disappointing," they said. They further criticized the current matchday experience at Villa Park, mentioning frequent delays in entering the stadium, inadequate seating access, and poor toilet facilities. The trust also pointed out the stark contrast between Villa's pricing and UEFA's ticket price cap for away fans, arguing that "today's announcement is out of touch."
Some truly eye-watering prices from Aston Villa for their first European Cup campaign in decades. #StopExploitingLoyalty #AVFC https://t.co/R2YJ69QHIk
— The FSA (@WeAreTheFSA) September 4, 2024
"Loyal Villa fans who’ve waited as long as 40 years to celebrate this momentous season are being punished and exploited," the statement continued, urging the club to reconsider their pricing strategy before their first home fixture against Bayern Munich in October.
The backlash was not limited to fan groups. The Football Supporters' Association also condemned the club’s pricing decisions, calling them “eye-watering” on social media platform X (formerly Twitter). The FSA’s comments echoed the broader sentiment that Villa had misjudged their fan base’s loyalty, especially given the economic challenges many fans are facing.
Many Villa supporters have taken to social media, expressing their frustration and disappointment. One fan posted, “I’ve been waiting my whole life to see Villa in the Champions League. Now, it feels like the club has forgotten about the real fans.” Another tweeted, “How can they expect normal fans to pay nearly £100 for a ticket? This is beyond ridiculous.”
Aston Villa’s ticket pricing has also sparked comparisons with other English clubs participating in the Champions League this year. Clubs like Manchester United, Arsenal, and Manchester City, while offering similar prestigious experiences, have managed to price their tickets in a more affordable range, intensifying the criticism aimed at Villa's management.
The timing of this controversy is particularly unfortunate for the club. After finishing fourth in the Premier League last season, Aston Villa has been riding high, with fans eagerly anticipating their European adventure. However, the ticket pricing fiasco threatens to tarnish the goodwill and excitement surrounding their return to the Champions League.
As the criticism continues to mount, the pressure on the club to respond grows. Many fans are hoping for a reconsideration of the pricing before tickets officially go on sale. Whether or not Aston Villa will revise their decision remains to be seen, but one thing is clear: their Champions League dream has quickly become a public relations nightmare.
It’s always a delicate balance for clubs returning to high-stakes tournaments after a long absence. While the club’s desire to capitalize on the Champions League hype is understandable, they must remember the importance of accessibility. Villa fans have stood by the club through thick and thin, and this feels like a missed opportunity to reward that loyalty. The backlash is a clear reminder that football is nothing without its fans. A quick reevaluation of ticket pricing would not only restore faith but also foster unity as the club embarks on this historic season.
