European Athletics Championships face backlash over ‘crazy prices’ and empty seats

Keely Hodgkinson’s coach and the BBC commentator Steve Cram have led a chorus of concern about high ticket prices causing lower attendances at the European Athletics Championships in Birmingham.

Fans have also criticised the high food prices at the Alexander Stadium, with a barbeque pork roll costing £18.50, a bratwurst hot dog £15, and a bottle of water £3.95.

Officially there were more than 13,000 fans in the stadium on Monday night to see Amy Hunt’s 100m gold medal victory. But to most observers the 23,000-capacity venue looked barely half full. The timing is also more than a little awkward given that London’s bid team for the World Athletics Championships in 2029 is due to make its final presentation on Friday. For the start of the competition, Category A tickets in the main stand cost £110, with Category B tickets coming in at £90. However, those seats have been better filled than the cheaper seats for £60 (Category C) and £40 (Category D).

“Crazy prices,” wrote Hunt’s agent, Nick Harwell, after her brilliant gold medal victory on Monday evening. “Such a shame.”

Cram, the BBC’s main athletics commentator and a former world 1500m champion, also acknowledged the low figures on Monday night. “A little disappointing in terms of spectators, I have to say that,” he said. “Particularly down the back straight there. There’s not very many people at all in those stands.”

In Birmingham city centre there is also little sign that this prestigious event is taking place. Whereas the empty seats in the £60 and £40 areas have led some to question whether Birmingham 2026 had done enough to attract casual fans. Fans are being charged £22.50 to use the park-and-ride scheme – although there is a cheaper £17.50 park-and-walk option, which is a 45-minute stroll away.

Jenny Meadows, who coaches Hodgkinson, acknowledged the issues in a post on X: “Hearing from fans re high ticket prices, parking issues and even people not knowing it was taking place,” she wrote.

However, a Birmingham 2026 spokesperson defended the ticket prices and said that 50% of tickets were priced at £30 and lower with adult tickets starting from £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.”

However, the athletics commentator Sonja McLaughlan spoke for many when she posted on X about the prices, which will go up to a top price of £150 for the last three days of competition. “Actually a bit shocked at 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.”

In response to her post some questioned why the empty seats weren’t being given away free to youngsters in athletics clubs and other sports clubs. Another fan said: “Perhaps the worst prices I’ve seen at a sporting event. Not even Cheltenham competes with this.”

Some have also raised questions about the late finish – the last event finishes after 9.50pm – and the suitability for families of having to walk a mile to the nearest train station or get a bus back to a park-and-ride scheme. It also didn’t help either that on Monday night, junction 10-11 of the M6, near the Alexander Stadium, was closed

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