Aston Villa have apologised to supporters following the controversy surrounding their outrageous ticket pricing for Champions League home matches. Fans were charged as much as £97 for a single ticket for their upcoming game against Bayern Munich, prompting no shortage of fury on social media.
Last week, Villa confirmed that adult tickets for their four Champions League home games would be priced at £85, £94 and £97. Season ticket holders were entitled to discounted rates of £70, £79 and £82 respectively
The controversial news was announced just months after Villa increased season ticket prices by five per cent and ripped out 900 season ticket seats to make way for new hospitality areas.
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Villa's president of business operations Chris Heck issued a statement on Tuesday, in which he apologised to supporters for the controversial pricing system. He explained that financial fair play rules were forcing the club to 'generate as much revenue as possible' to achieve sporting goals.
Heck wrote: "We want to thank all our season ticket holders who have recently exercised their right to buy tickets for our first Champions League game against Bayern Munich and apologise to all those on the waiting list and to those general fans who were unable to secure seats for this game.
"We recognise and understand the depth of passion felt amongst fans and their recent frustration around ticket pricing. 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.
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"So we need to generate as much revenue as possible through sponsorships, merchanise 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 whilst 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.
"Our priority will always be to match our collective ambition while ensuring that we are able to increase stadium capacity each season and provide the best matchday experience for all our fans."
Villa will host Bayern Munich, Bologna, Juventus and Celtic in their return to the Champions League for the first time in 41 years.
