This is an appeal to Aston Villa Football Club, from the Trust, Lions Club and Independent Supporters Club, to express our sincere concerns and to advocate for the accessibility of our beloved game to all fans.
Football is more than just a sport; it is a passion that unites us, a source of joy, and a significant part of our lives. The energy, passion, and unique atmosphere that match going fans bring to Villa Park are what make football so marketable and special. It is this atmosphere that has made Aston Villa a club with a rich history and a loyal fan base. It is also our duty as representatives of supporters to ensure their voices are heard.
Although ticket sales accounted for only 9% of 2023/24 revenue the burden has fallen increasingly upon fans to pick up the tab. Fans have experienced a consolidated effect of significant and consecutive price increases that have risen above the rate of inflation, compounded by the impact of the ongoing cost of living crisis. Additionally, concession discounts have reduced year on year, further affecting families with young children. Matchday income as a percentage of turnover has grown year-on-year since 2021 and was 17% in 2024. Whereas commercial income has fallen to 14% according to Deloitte’s Football Money League.
Uli Hoeness, former president of Bayern Munich, highlighted the disparity in how fans are treated, especially regarding ticket prices. He emphasised that while ‘We could charge more than £104, let’s say we charged £300. We would get £2m more in income but what is £2m to us? In a transfer discussion you argue about that sum for five minutes but the difference between £104 and £300 is huge for the fan.’ His remarks highlight that the increased costs for supporters are pushing us further away from the game we love.
Also, as stated previously by the FSA, matchday ticket price rises are not the answer to the League’s financial compliance rules.
With families being priced out, we must consider where the next generation of supporters is going to come from. This trend is deeply concerning as it reflects a broader issue of football becoming increasingly unaffordable due to rising costs, making it out of reach for many. This affects the very supporters who bring life to the Villa Park atmosphere. Many of whom have stood by the club through thick and thin, as highlighted by the Stop Exploiting Loyalty campaign.
We understand the commercial realities and the financial demands of running a successful football club. However, there is a strong correlation between the presence of passionate fans and the overall success and marketability of the club. The absence of fans during the pandemic starkly underscored their critical role in generating an electrifying atmosphere at football matches. Empty stadiums were a poignant reminder of how fans’ chants, cheers, and collective energy elevate the game to a thrilling spectacle. The silence and emptiness of the stands not only impacted the players’ performances but also stripped the matches of their vibrant spirit and emotional intensity. The fans are the heartbeat of Aston Villa, and our unwavering support is invaluable. As recognised by the Manager in numerous interviews. We are the “12th man” and play a crucial role in getting the team over the line. The success of the club on the field should be enjoyed by as many people as possible.
With the substantial financial windfall from reaching the top eight in the Champions League, the club has significantly bolstered its financial position. It’s been reported that around £75m has been generated from this achievement, gate receipts, commercial income, and broadcasting rights combined, placing the club in a stronger financial situation.
Beyond matchday income, the club can leverage sponsorship, merchandise sales, concerts, and digital content to boost revenue. The modern football landscape offers numerous opportunities to monetise fan engagement without burdening match-going fans with price hikes.
Therefore, ticket prices across Villa Park should be frozen for all fans whilst maintaining the current ticket categorisation, including concessions for at least the next season.
This financial boost should benefit the fans, who are the lifeblood of the club. By taking this action, the club can ensure that football remains accessible to all supporters, including families with young children. This is especially important given the consecutive price increases we have experienced. Where possible, we would also welcome the club exploring a discretionary hardship fund for those individuals and families who have retained Season Ticket holder status for multiple years, but now face the financial reality bite, and potentially having to forgo the pleasure of watching our club in seasons to come.
This gesture would recognise the unique role fans play in the future success of Aston Villa. It would not only show appreciation for the unwavering support of the fans but also ensure that football stays accessible to everyone, regardless of their financial situation, demonstrating the club’s commitment to maintaining an affordable and inclusive environment.
This is crucial for the long-term success and spirit of the club. By working together, we can ensure that Aston Villa remains a club that values its supporters and continues to thrive both on and off the pitch.
We trust that the club will give this matter careful consideration and reach the right decision for the mutual benefit of all parties, ensuring we continue our journey together as one united Aston Villa family.
