"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."

Aston Villa President of business operations Chris Heck

Aston Villa have defended their Champions League ticket prices after a backlash from supporters, and insist they must make "difficult decisions" to stay competitive.

The club were labelled "out of touch" last week after revealing they were charging up to £97 a ticket for home Champions League matches this season.

Adult tickets for their four home matches in the new 36-team league format will be £85, £94 and £97, while season-ticket holders get discounted rates of £70, £79 and £82.

The Premier League club host Bayern Munich, Bologna, Juventus and Celtic in their return to Europe's top club competition for the first time in 41 years.

Aston Villa Supporters' Trust (AVST) criticised the move, but president of business operations Chris Heck has outlined why the club have charged so much.

He 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 (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."

Villa open their Champions League campaign at Swiss club Young Boys on 17 September. They also travel to Club Bruges, RB Leipzig and Monaco.

The Football Supporters' Association (FSA) also criticised the cost and believe fans' loyalty is being taken advantage of.

"During Covid there was a lot of talk about 'football without fans is nothing'. That sentiment seems to have disappeared pretty quickly in that it seems football fans are there to be wrung dry," said FSA spokesperson Michael Brunskill.

"There’s a big message for clubs who are squeezing fans generally and trying to monetise everything - just step back and stop exploiting that supporter loyalty.

"Just because you could doesn’t mean you should. We would like clubs to respect the loyalty of supporters. If your club tries to exploit you, how does that make you feel? Clubs need to think about the long game."

Original article published 10.09.2024 on the BBC Sport website.

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