The European Athletics Championships in Birmingham are facing criticism for what attendees and observers are calling "gouging" ticket and refreshment prices, leading to concerns about fan accessibility and the sport's visibility.
Seats for the event, which features top athletes like Keely Hodgkinson, Katarina Johnson-Thompson, Dina Asher-Smith, and Amy Hunt, are reportedly being sold for up to £150. Food prices have also drawn ire, with a barbecue pork roll costing £18.50, a bratwurst dog priced at £15, and barbecue loaded fries at £12. A bottle of water costs £3.95.
These prices have been met with half-empty stands, prompting one supporter to call the situation a "disgrace." Former England footballer Stan Collymore criticized the pricing on social media, writing, "No wonder crowds yesterday were poor. Woeful optics. £18+ for a pork roll, £150 for a Cat A ticket." He suggested that lower prices, particularly for weekday sessions during school holidays, would be more appropriate to attract families and young people.
The pricing decisions are made by European Athletics in collaboration with the Local Organising Committee. Collymore argued that the weekend ticket prices of £150, £100, and £70 are not aimed at families or aspiring young athletes.
Beyond fan concerns, athletes' families and friends are also finding the costs prohibitive. Unlike at the 2024 Paris Olympics and many other major championships, athletes are not being provided with complimentary tickets, nor are discounts being offered by UK Athletics for this event. One anonymous athlete told The Times that while not unexpected, the lack of even discounted rates for family and friends at a home championship is a "shame."
Social media users have echoed the sentiment, with one post on X calling the prices "disgusting" and a "sure-fire way to turn people off a sport that gets only a couple of opportunities to show itself off each year." Another user noted the irony of temporary stands being erected while attendance remains low.
The European Athletics Championships are scheduled to run from August 10 to 16, with Great Britain fielding a team of 96 competitors. The event is the first time the championships have been held on British soil.