Empty seats and high prices overshadow athletics success at Alexander Stadium
Nearly 10,000 unfilled seats at Birmingham’s Alexander Stadium during a headline final has prompted criticism of ticket and in-stadium food prices even as organisers say overall sales have exceeded expectations. A crowd of 13,623 watched Britain’s Amy Hunt take the women’s 100 metres title in a stadium with a capacity of 23,000, leaving large sections of the venue noticeably empty.
The numbers — supplied by the event organisers — show the stadium was around 55% full on Monday morning, 59% full by the evening and 56% full on Tuesday morning. Critics and athletics supporters pointed to what they described as high ticket costs and expensive food as factors deterring attendance.
“Little disappointing in terms of spectator numbers,” said BBC commentator Steve Cram.
Price points under scrutiny
Prices for premium seats on the home straight were highlighted as a particular flashpoint. On Monday, Category A seats for the home straight cost £150, with no concessions available for juniors. For the men’s 100m final on Tuesday, the same Category A seats were priced at £110, again without concessions.
Supporters compared those charges with previous championships abroad: a similar ticket for the men’s 100m final at the Rome championships two years ago cost 88 euros (£75), prompting calls for greater affordability to encourage full stadia and foster grassroots interest.
Former Olympian Sharron Davies used social media to call for hosts to make events more affordable so that people can attend, support athletes and inspire future generations. She also criticised on-site catering prices, reporting that pork rolls were being sold for £18.50 and hot dogs for £15, a point that attracted further attention amid the debate on value for ticket-holders.
Organisers defend ticket sales
Event organisers pushed back on criticism, saying they were "delighted" with ticket sales and that figures had "far surpassed" the organisers' targets. They said several key sessions — Friday, Saturday and Sunday evening — were approaching sell-out, and that other sessions were close to capacity.
- Attendance for women’s 100m final: 13,623 spectators
- Alexander Stadium capacity: 23,000
- Organisers' position: ticket sales exceeded targets; major sessions near sell-out
Local implications and the wider picture
For Birmingham, hosting the European Athletics Championships represents a first: it is Britain’s inaugural time staging the event in its 92-year history. While the athletics on the track delivered headlines — including Amy Hunt’s first senior international title — questions over crowd levels and affordability feed into a broader debate about accessibility and legacy.
Coaches and athletes have voiced disappointment that the stadium has not been fuller across the championships. Jenny Meadows, coach to Keely Hodgkinson, noted on social media that while some final evenings have sold out, she regretted the inability to fill the stadium for the full duration of the meet.
As the competition continues in Birmingham, organisers will be under pressure to show how ticketing strategies and matchday services can balance commercial targets with community access — and how the city’s investment in hosting international sport translates into a legacy of participation and support for local athletics.
Meanwhile, supporters and families considering attending remaining sessions will be weighing the cost of premium seating and on-site prices against the opportunity to see medal-winning performances live at Alexander Stadium.
| Statistic | Figure |
|---|---|
| Stadium capacity | 23,000 |
| Attendance (women's 100m final) | 13,623 |
| Approx. empty seats | ~9,377 |
