Aston Villa supporter groups call for 'crucial' ticket price freeze

Fans warn they are at risk of being priced out by the increasing cost of attending matches and say a price freeze is “crucial for the long-term success and spirit of the club.”

Villa’s tickets have risen considerably in cost over recent seasons, with the club heavily criticised for charging a minimum of £70 to attend Champions League matches this season.

In an open letter to the club the Villa Supporters’ Trust, AVFC Lions Club and Aston Villa Independent Supporters Club have urged the club to “reach the right decision” by keeping prices at the current level for at least the next year.

The letter states: “Ticket prices across Villa Park should be frozen for all fans whilst maintaining the current ticket categorisation, including concessions for at least the next season. 

“This financial boost should benefit the fans, who are the lifeblood of the club. By taking this action, the club can ensure that football remains accessible to all supporters, including families with young children. This is especially important given the  consecutive price increases we have experienced. 

“This is crucial for the long-term success and spirit of the club. By working together, we can ensure that Aston Villa remains a club that values its supporters and continues to thrive both on and off the pitch.  

“We trust that the club will give this matter careful consideration and reach the right decision for the mutual benefit of all parties, ensuring we continue our journey together as one united Aston Villa family.”

The letter has been published hours before Villa’s fan advisory board is scheduled to meet club officials to discuss ticket prices for next season.

Villa have claimed previous price hikes were necessary to boost revenues and enable the club to better compete under the Premier League’s profit and sustainability rules.

But fans say they are being asked to carry too much of the burden and believe the club could be making more from commercial opportunities.

They also want Villa to explore the possibility of setting up a “discretionary hardship fund” for long-term season ticket holders who may now be struggling to afford their tickets.

The letter continues: “Beyond matchday income, the club can leverage sponsorship, merchandise sales, concerts, and digital content to boost revenue. 

“The modern football landscape offers numerous opportunities to monetise fan engagement without burdening match-going fans with price hikes.”  

Villa are not the only Premier League club to be criticised for ticket pricing. Earlier this season, the Football Supporters’ Association launched a campaign urging clubs to Stop Exploiting Loyalty.

Liverpool recently announced a freeze on ticket pricing for next season after holding what they described as “meaningful discussions” with fan groups.