Aston Villa have defended Champions League ticket prices, insisting they have to make ‘difficult decisions’ to ensure the club can compete financially – after fans were asked to pay up to £97 to watch the club in Europe

Aston Villa have defended ticket prices for European matches despite negative reactions from supporter groups.

After an impressive 2023-24 season in which they finished fourth, Unai Emery’s team returned to the Champions League for the first time in over four decades.

The draw for the competition has scheduled visits from several European giants during the revamped competition phase, but supporters were left upset after the club announced price increases.

Tickets for a home game cost around £97, with season ticket holders paying £82. The cheapest adult tickets cost season ticket holders £70.

Chris Heck, the club’s director of operations, stressed that he understood fans’ concerns that increases were needed to ensure the club could compete financially in Europe.

Aston Villa have defended their controversial Champions League ticket prices at Villa Park

The club are currently preparing for their first return to Europe’s premier club competition in 41 years

Aston Villa Supporters Trust called on the club to reduce ‘extremely disappointing’ Champions League ticket prices

“We recognise and understand the deep passion that exists among fans and their recent frustration over ticket prices,” he said.

‘To achieve our sporting ambitions and at the same time comply with financial stability regulations, we have to make difficult decisions.

‘According to Financial Fair Play (FFP) rules, owners are prohibited from covering deficits to fund this ambition. Therefore, we must generate as much income as possible through sponsorship, merchandise and ticket sales to ensure the club remains where it belongs: competing and winning at the top of English and European football.

‘Our priority will always be to deliver on our collective ambition while ensuring we can increase stadium capacity every season and deliver the best matchday experience for all our fans.’

For Champions League matches, tickets not in the wheelchair sections are divided into five price categories, ranging from 1,888 seats (seats along the drivers’ box at Villa Park at the top of the Trinity Road Stand) to zone four seats.

But Villa’s chief operating officer Chris Heck insisted the price rises were necessary to make the club financially competitive in Europe.

The best seats cost £97 regardless of audience, and £82 for season ticket holders.

The remaining tickets are divided into zones. A regular adult ticket costs £94 in zones one and two and £85 in zones three and four.

UEFA has set a maximum price for Champions League away tickets of just over £50.