Approximately 13,623 spectators attended Monday evening's session of the European Athletics Championships at Birmingham's Alexander Stadium, leaving close to 10,000 of its 23,000 seats unoccupied, according to the source article. Britain's Amy Hunt, 24, won the women's 100m final during the session. Organisers said ticket sales had surpassed their targets, with some sessions approaching sell-out.
Ticket prices cited as nearly 10,000 seats sit empty at European Athletics Championships in Birmingham
Approximately 13,623 spectators attended Monday evening's session of the European Athletics Championships at Birmingham's Alexander Stadium, leaving close to 10,000 of its 23,000 seats unoccupied, according to the source article. Britain's Amy Hunt, 24, won the women's 100m final during the session. Organisers said ticket sales had surpassed their targets, with some sessions approaching sell-out.
According to organisers, the stadium was 55% full on Monday morning, 59% full by Monday evening, and 56% full on Tuesday morning. Birmingham 2026 organisers stated that Friday, Saturday, and Sunday evening sessions were approaching sell-out, with several other sessions close to capacity.
Category A tickets for the home straight on Monday cost £150, with no concessions for juniors, according to the article. For the men's 100m final on Tuesday, the same seats were priced at £110, again with no junior concessions. A comparable ticket for the equivalent final in Rome two years earlier was reportedly priced at 88 euros, equivalent to approximately £75.
Attendee Chris Brown, 40, told the BBC he considered weekday pricing misaligned, noting that the cheapest tickets at £26 had largely sold while rows in higher-priced sections remained empty. He also suggested that proximity to the Commonwealth Games, held in the UK within the same fortnight, may have reduced attendance.
Adam Hilton, 34, who travelled from Manchester for Saturday's evening session, paid £120 for two tickets and told the BBC he did not consider it value for money. He and others also raised concerns about transport access, with the nearest train station reported to be a mile's walk from the stadium and limited parking nearby. Hilton said he parked two miles away.
British Olympian Sharron Davies posted on social media calling for future events to be made more affordable to fill stadiums and promote sport. She also noted, according to the article, that official food vendors were selling pork rolls for £18.50 and hot dogs for £15. Jenny Meadows, described as Keely Hodgkinson's co-coach, posted on social media expressing regret that the stadium had not been filled for the duration of the championships.
BBC commentator Steve Cram, during coverage of the women's 100m final, remarked on the low numbers of spectators in some stands, according to the article. This is Britain's first time hosting the European Athletics Championships in the event's 92-year history.
- The article does not establish total ticket sales figures or revenue.
- The article does not confirm whether unsold tickets were available for purchase on the day of the events.
- The article does not state what the organisers' original attendance targets were.
- The article does not explain the basis for the ticket pricing structure.
- The article does not confirm the specific dates of the championships.
- The article does not detail what transport options were available beyond shuttle buses and driving.
- The article does not state how Commonwealth Games attendance figures compared to those at the athletics championships.
- The article does not provide the organiser's response to food pricing criticism.