Aston Villa defend Champions League ticket pricing insisting they need to make ‘difficult decisions’ to ensure the club can compete financially – after fans were asked to fork out up to £97 to watch the club in Europe

Aston Villa have defended their ticket pricing for European games despite backlash from supporters groups.

After an impressive 2023-24 campaign that saw them finish fourth, Unai Emery‘s side secured their first return to the Champions League for more than four decades.

The draw for the competition has scheduled visits from several European giants throughout the reformatted league stage, but supporters were left dismayed after price hikes were announced by the club.

Tickets will cost as much as £97 for a home fixture – £82 for season ticket holders – with the cheapest tickets for adults setting back season ticket holders £70.

Chris Heck, the club’s president of business operations, insisted that while he understood concerns from fans that increases were necessary to ensure the club is able to compete financially in Europe.

Aston Villa have defended their controversial Champions League ticket pricing 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 for the club to lower ‘extremely disappointing’ Champions League ticket prices

‘We recognise and understand the depth of passion felt amongst fans and their recent frustration around ticket pricing,’ he said.

‘Achieving our sporting ambitions while complying with financial stability regulations requires difficult decisions.

‘Financial fair play (FFP) 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.

‘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.’

For Champions League games, tickets not in wheelchair bays have been split into five pricing categories, ranging from 1888 seating – seats that run alongside the directors box at Villa Park at the top of the Trinity Road Stand – to zone four seats.

But Villa’s business operations chief Chris Heck insisted the price rises were need for the club to compete financially in Europe

The premier seats will cost £97 no matter the punter, and will be £82 for season ticket holders.

The remaining tickets are distributed into zones, with a regular adult ticket costing £94 in zones one and two and £85 in zones three and four.

Away tickets in the Champions League have been capped at just over £50 by UEFA.