Organisers defend Birmingham 2026 ticket prices as low crowds spark concern

Organisers of Birmingham 2026 have declared themselves “delighted” with ticket sales despite alarm in many quarters at low attendances for the opening sessions at Alexander Stadium.

Amy Hunt won Britain’s first gold medal of the European Championships in the women’s 100 metres on Monday night in front of an - at best - half full arena.

Fans who have paid for tickets have also lashed out at food prices with on-site vendors charging £18.50 for a barbecue pork roll and £15 for a bratwurst hot dog. Bottles of water cost nearly £4.

BBC commentator Steve Cram expressed concern at the number of empty seats on Monday night.

Though organisers claim 13,000 tickets were sold for the session, the actual attendance in the 23,000-capacity stadium appeared significantly lower.

“A little disappointing in terms of spectators, I have to say that,” said Cram. “Particularly down the back straight there. There’s not very many people at all in those stands.”

Others have hit out at ticket prices, with fans charged £90 and £110 for category B and A tickets respectively. Category A prices rise to £150 later in the championship.

“Actually a bit shocked at the type of prices being charged,” wrote athletics commentator, Sonja McLaughlan, on X.

“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.”

Hunt’s agent, Nick Harwell, described the prices as “crazy”.

“Such a shame,” he wrote, after watching his client win her first senior international gold.

Organisers are confident crowds will increase as the week progresses, claiming many sessions from Thursday onward are close to being sold out.

Defending the ticket prices, a Birmingham 2026 spokesperson, said 50 per cent of tickets were priced at £30 or lower, with adult tickets starting at £10.

“Birmingham 2026 is delighted with ticket sales for the Championships, which have far surpassed our targets,” the spokesperson 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.”