Criticism as thousands of seats empty at Europeans
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.
- Nearly 10,000 seats empty at Birmingham's European Athletics Championships
- Fans and pundits blame high ticket and food prices
- Organisers say sales still beat targets despite low attendance
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Organisers would argue that hosting a 92-year-old championship for the first time in Britain requires substantial investment, justifying premium pricing. Sales surpassing targets demonstrates their financial model worked; empty seats are natural for any major event where attendance varies by session type and time of day. The successful delivery of this historic championship validated their pricing strategy.
The case against
Critics contend that ticket prices substantially exceeding comparable championships (£150 versus £75 at Rome), combined with no junior concessions and expensive food, created accessibility barriers that undermined atmosphere and athlete experience. When thousands of seats sit empty and sports figures voice concerns about pricing harming the sport's development, the tension becomes clear: whether maximising revenue per ticket conflicted with successfully showcasing the sport to British audiences and building the grassroots enthusiasm major championships should inspire.