Nearly 10,000 seats sat empty at Birmingham's Alexander Stadium during the European Athletics Championships, prompting criticism from fans, athletes and commentators despite Britain's first-ever hosting of the event in its 92-year history. Spectators and pundits, including BBC commentator Steve Cram, pointed to high ticket prices as the likely cause, with organisers insisting sales had "far surpassed" targets even as the stadium ran well under half full for parts of the competition.

A crowd of 13,623 watched Amy Hunt win the women's 100m final on Monday evening in a stadium with a 23,000 capacity, which was only 55-59% full across Monday and Tuesday. Category A tickets cost £150 on Monday and £110 on Tuesday with no junior concessions, compared with £75 for a similar seat at the Rome championships two years ago; fans also criticised food prices, including £18.50 pork rolls. Figures such as coach Jenny Meadows and Olympian Sharron Davies called for cheaper, more accessible tickets, while one attendee suggested the clashing Commonwealth Games may also have dented British turnout.