Are ticket prices to blame for ‘disappointing’ European Championship attendance?
BBC Sport pundits Jessica Ennis-Hill and Greg Rutherford discussed the poor attendance figures seen at the European Athletics Championships in Birmingham, questioning whether high ticket prices are putting fans off. The issue has drawn wider criticism, with rows of empty seats visible at Alexander Stadium during a major international athletics event that organisers would have hoped to see well supported.
The pair debated the topic in a short video segment, weighing ticket pricing against other possible explanations for the "disappointing" turnout. It follows separate reporting highlighting criticism of both the empty seats and the cost of tickets at the Championships, suggesting the issue has become a talking point beyond the studio discussion itself.
- Empty seats seen at European Athletics Championships in Birmingham
- Ennis-Hill and Rutherford debate whether ticket prices are the cause
- Event has faced wider criticism over poor attendance
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
High ticket prices create a significant economic barrier that deters casual fans and families from attending, particularly when they have numerous competing entertainment options. With empty seats visible throughout the stadium, lower pricing would likely have converted more prospective attendees into ticket purchasers, generating greater atmosphere and revenue despite the lower per-ticket cost.
The case against
Attendance challenges reflect multiple underlying factors beyond pricing alone, including the broader cultural interest in athletics, the specific appeal of competing athletes, event scheduling, accessibility, and the inherent difficulty of drawing large crowds for niche sports. Organisers must balance the need to cover substantial operational costs whilst facing the reality that even reasonably priced international athletics events struggle to attract audiences compared to mainstream sports.