Aston Villa sell out Champions League opener despite pricing outcry

Aston Villa has announced a sell-out for its UEFA Champions League home opener against Bayern Munich despite a backlash over pricing.

Aston Villa fans groups, former players and nationwide supporters’ associations expressed concerns over the club’s pricing strategy after it was announced last week. General admission tickets for the four home Champions League games were priced at almost £100 – much more than even top Premier League matches.

The club said the sell-out for the Bayern game on October 2 was achieved by season ticket holders exercising their right to buy tickets. Villa officials also apologised to all those on the season ticket waiting list and to those general fans who were unable to secure seats at the 42,500-capacity Villa Park for the fixture.

Chris Heck, Villa’s president of business operations, reiterated the rationale behind the club’s pricing policy after the sell-out was achieved. The policy applies to the games against Bayern, Juventus, Celtic and Bologna.

Heck said: “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.”

The Birmingham-based club is to charge fans up to £94 for general admission seats for the home games, with the price lower for season-ticket holders. Concessions are available for senior citizens, young people, minors and members of the armed forces. The most expensive Category A Premier League tickets are £78.