European Athletics Championships in Birmingham criticised over high prices and sparse crowds

Athletes, coaches, broadcasters and fans criticised high ticket and concession prices and low attendances at Alexander Stadium in Birmingham during the European Athletics Championships on Monday. Official figures recorded more than 13,000 spectators in the 23,000-capacity stadium on Monday night for Amy Hunt’s 100m gold medal victory, though the venue appeared barely half full to many observers.

Keely Hodgkinson’s coach and BBC commentator Steve Cram were among those voicing concern about attendance and cost. For the start of the competition, Category A tickets in the main stand cost £110, with Category B tickets coming in at £90; those seats have been better filled than the cheaper seats for £60 (Category C) and £40 (Category D). Fans also criticised food prices inside the stadium, with a barbeque pork roll costing £18.50, a bratwurst hot dog £15, and a bottle of water £3.95, and some highlighted transport charges including a £22.50 park-and-ride fee and a £17.50 park-and-walk option that is a 45-minute stroll away. In Birmingham city centre there was little visible sign that the event was taking place, and empty seats in the lower-priced sections prompted questions about efforts to attract casual spectators.

"Crazy prices," wrote Hunt’s agent, Nick Harwell, after her brilliant gold medal victory on Monday evening. "Such a shame." Cram commented on the crowd levels: "A little disappointing in terms of spectators, I have to say that," he said. "Particularly down the back straight there. There's not very many people at all in those stands."

Jenny Meadows, who coaches Hodgkinson, posted on X: "Hearing from fans re high ticket prices, parking issues and even people not knowing it was taking place," she wrote. Some social-media responses asked why empty seats were not given away free to youngsters in athletics clubs and other sports clubs, and one fan wrote: "Perhaps the worst prices I’ve seen at a sporting event. Not even Cheltenham competes with this."

The athletics commentator Sonja McLaughlan also posted on X about the pricing, adding: "Actually a bit shocked at type of prices being charged," she wrote. "It’s a shame for the athletes who deserve better. The sport has this precious window without football, free to air television exposure and it looks flat with such a sparse crowd." The post noted that ticket prices will go up to a top price of £150 for the last three days of competition.

A Birmingham 2026 spokesperson defended the pricing and outlined ticket availability, saying: "Birmingham 2026 is delighted with ticket sales for the Championships, which have far surpassed our targets," they said. "Friday, Saturday and Sunday evening sessions are approaching sell-out, with several other sessions close to capacity. There are still opportunities to be part of the Championships at incredibly good value, including the ‘Mondo’ £6.31 children’s ticket for Friday morning – named in honour of his world record – while a family of four can attend for as little as £30." The organisers also stated that 50% of tickets were priced at £30 and lower, with adult tickets starting from £10.

Complaints extended to event scheduling and local travel: critics cited the late finish, with the last event concluding after 9.50pm, concerns about the suitability for families required to walk to the nearest train station or use buses to return to park-and-ride sites, and disruption on the road network after junction 10-11 of the M6 was closed on Monday night. The timing of the crowd issues was described as awkward because London’s bid team for the World Athletics Championships in 2029 is due to make its final presentation on Friday.