Aston Villa‘s president of business operations, Chris Heck, has defended the ticket pricing for the Champions League, as he revealed next week’s match against Bayern Munich has sold out.
Villa have been criticised after announcing last week that adult tickets for their four home matches in the new 36-team league format will be priced at £85, £94 and £97, with season ticket-holders getting discounted rates of £70, £79 and £82 respectively.
“We recognise and understand the depth of passion felt among fans and their recent frustration around ticket pricing,” Heck wrote in a statement.
“Achieving our sporting ambitions while complying with financial stability regulations requires difficult decisions.
“Financial Fair Play rules prohibit owners from covering shortfalls to finance this ambition, so we need to generate as much revenue as possible through sponsorships, merchandise, and ticket sales to ensure that we can keep the club where it rightfully belongs – competing (and winning) at the top of English and European football.
“Additionally, we want to thank our fans for their patience and for their loyal support while we do our utmost to grow the club as a business, and ensure we are all doing our part to support our players on the pitch both home and away.
“We are committed to ensuring the club’s enduring long-term success both on and off the field.”