Villa have put prices up for a fifth straight year following a memorable campaign.
Aston Villa insist they have delivered a ‘balanced and considered outcome’ to their ticket pricing policy - after fans were hit with a fifth straight season ticket price rise.
Confirming the new prices for next season on Wednesday, Villa fans discovered that the most expensive seas ticket for the new campaign will cost almost £1,000.
The club confirmed a five per cent increase will apply to all season tickets and single match tickets, while supporters will be charged up to £99 to attend Champions League fixtures.
The hike will see the cost of adult season tickets in the most expensive pricing zones of Villa Park rise to £997.50.
Villa’s success on the pitch under Unai Emery has run alongside frustration off it from supporters at continued cost increases, with previous pleas from fan groups for a freeze on prices ignored.
Alongside their season ticket announcements, the club released a statement to fans acknowledging that there are ‘differing views’ on the club’s ticket pricing policy.
However, they insists they have worked with the club’s fan advisory board to achieve a ‘balanced and considered outcome’.
The statement said: “With another exciting campaign on the horizon at Villa Park, we’d like to update you on several key changes to our ticketing approach for the 2026/27 season.
“As anticipation builds, following our historic UEFA Europa League victory and with the return of unforgettable UEFA Champions League nights under the lights, we can now share what’s new and what it means for supporters.
“We’ve consulted closely with the Fan Advisory Board throughout this process and, while we recognise there are differing views on certain aspects of the club’s pricing policy, we have collectively worked to achieve a balanced and considered outcome, with several of the steps taken to address affordability being suggestions from the Fan Advisory Board.”
The club go on to say: “Our updated policy is guided by five key principles that shape how we approach ticket pricing and access.”
The principles include having a packed out Villa Park, giving fairer access for all fans, embracing the next generation and make it easier for young fans to attend matches, while also recognising loyalty. Their fifth principle is to achieve revenue targets to support their investment in the squad.
placeholder image
PA
In their statement, the club has listed a number of ‘affordability initiatives’, which includes a freeze on match by match tickets for the 27/28 season, and a new 23 game season ticket option which includes Champions League, league phase games, or a 19 game one for the Premier League.
Those choosing the option will save 10 per cent on the price of Champions League matches, compared to buying individually.
The club has recognised there has been another price increase, but insists that it reflects the ‘consistent investment’ being made to improve facilities at Villa Park.
And the club has also outlined that since 2024, the club states £6m has been invested into various areas of the ground, alongside a significant investment to open The Sports Illustrated Warehouse.
Read More
Further measures include the elimination of the most expensive 1888 category, while concessionary pricing will now be extended to zone one.
The pricing of domestic cup matches will be frozen for the third straight year, with adult tickets costing £25. Villa have also promised to explore the introduction of a veterans discount from the start of the 2027/28 season for those who have served in the armed forces.
Announcing the price rises and initiatives, the club added: “Thank you, as always, for your incredible support - and in the words of Unai Emery, the mission is to try and be even better next season!”
Continue Reading