While today's Times has the headline: "£150 seats (and £18.50 pork rolls) lead to empty seats at the European Championships". (Can't read it myself, paywalled)
The organisers of the European Athletics Championships have come under fire for low attendances in the first three sessions, with Keely Hodgkinson’s coach and Amy Hunt’s agent among those citing high ticket prices of as much as £150.
Hunt won European gold in the women’s 100m on Monday night in front of half-empty stands, with BBC commentator Steve Cram expressing his dismay.
“A little disappointing in terms of spectators, I have to say that,” he said in response to Hunt’s triumph. “Particularly down the back straight there. There’s not very many people at all in those stands.”
The Birmingham 2026 local organising committee, run principally by British athletics chiefs, insists there were just over 13,000 fans in the stadium on Monday night but the 23,000-capacity Alexander Stadium looked less than half full, with the timing slightly unfortunate given the London bid team are due to make their pitch for the 2029 World Championships to Lord Coe and his colleagues at World Athletics on Friday.
There were plenty of empty seats in the stands as Jemma Reekie, of Great Britain, competes in the 800m heatsALEX LIVESEY/British Athletics via Getty Images
For the early sessions, category A tickets in the main stand have been priced at £110, with category B tickets costing £90. Weirdly, there has been a better occupancy of those seats than the cheaper £40 and £60, category D and C, tickets.
“Crazy prices,” wrote Hunt’s agent, Nick Harwell, in a post on X. “Such a shame.”
While Jenny Meadows, who with her husband Trevor Painter coaches Olympic 800m champion Hodgkinson and the favourite for the women’s 1500m, Georgia Hunter Bell, said on the same platform: “Hearing from fans re high ticket prices, parking issues and even people not knowing it was taking place.”
Birmingham city centre does feel a little light on promotion, with access to the Alexander Stadium also seemingly an issue.
Hunt, second from left, was in action yesterday but the stadium looked less than half-fullStuart Leggett/News/AlamY
The ticket prices are nothing like as expensive as the thousands being demanded of fans by Fifa for this summer’s World Cup but the costs do nevertheless mount up. Spectators are being charged £22.50 to use the park-and-ride scheme, while it costs £17.50 for a park-and-walk option that involves a 45-minute hike to the arena. There have also been complaints about the food, with a barbecued pork roll costing £18.50.
A spokesperson for Birmingham 2026 defended the pricing, with a total of 170,000 tickets so far sold and close to full capacity expected later in the week.
Compared to, say, football, it is relatively cheap to see some of the most talented athletes this country has produced in decades.
The organisers stressed that 50 per cent of tickets were priced at £30 and lower, with adult tickets starting at £10.
“Birmingham 2026 is delighted with ticket sales for the championships, which have far surpassed our targets,” they said. “Friday, Saturday and Sunday evening sessions are approaching sell-out, with several other sessions close to capacity. There are still opportunities to be part of the championships at incredibly good value, including the ‘Mondo’ £6.31 children’s ticket for Friday morning — named in honour of his world record — while a family of four can attend for as little as £30.”
Radio presenter Sonja McLaughlan cited her concerns on social media, with the top price due to rise to £150 for the last three days of competition.
“Actually a bit shocked at the type of prices being charged,” she wrote. “It’s a shame for the athletes, who deserve better. The sport has this precious window without football, free to air television exposure and it looks flat with such a sparse crowd.”
It did not help that, on Monday night, the departure from the stadium by car coincided with the closure of the M6 between junctions 10 and 11, causing huge disruption to anyone driving north.