The European Athletics Championships, currently being hosted in Britain for the first time in their 92-year history, have faced significant scrutiny following reports of thousands of empty seats at Birmingham’s Alexander Stadium. Despite British sprinter Amy Hunt securing her first senior international title in the women’s 100m final on Monday evening, the venue was far from capacity. Nearly 10,000 seats were empty at the stadium, which has a total capacity of 23,000, as a crowd of 13,623 watched the event.
Official figures from organizers indicate that the stadium was 55% full on Monday morning, 59% full by the evening, and 56% full on Tuesday morning. The low turnout has prompted criticism from spectators and public figures alike, with many pointing to the cost of attendance. Some fans have described the pricing as “extortionate,” while commentator Steve Cram noted that the spectator numbers were a “little disappointing,” particularly along the back straight.
During his coverage of the women’s 100m final, Cram remarked, “There’s not many people at all in those stands. I’m sure Birmingham is going to get to grips with these champs pretty quickly.” He suggested that organizers might consider moving attendees to the lower seats to improve the visual presentation for television broadcasts. This sentiment was echoed by others who felt the empty rows detracted from the atmosphere of such a prestigious international competition.
Ticket pricing has become a central point of contention. On Monday, Category A tickets for the home straight cost £150 with no concessions for juniors. For the men’s 100m final on Tuesday, those same seats were priced at £110, again without concessions. In comparison, a similar ticket for the same final in Rome two years ago cost 88 euros, or approximately £75. Fans have argued that these costs are prohibitive for families and local supporters.
British Olympian Sharron Davies took to social media to criticize the situation, stating, “We must bid for more events but we must make it affordable, so we can fill the stadiums.” Davies also highlighted the high cost of refreshments within the venue, noting that official food vendors were selling pork rolls for £18.50 and hot dogs for £15, further fueling complaints about the overall expense of attending the championships.
Chris Brown, a 40-year-old attendee who photographed the empty rows on Monday evening, told the that he believes the pricing for weekday sessions is “a little off.” He noted that the view from the £40 tickets is similar to that of more expensive tiers, making some price categories redundant. Brown also suggested that the recent Commonwealth Games might have impacted attendance, as many fans may be reluctant to attend two major events in the same region within such a short timeframe.
Adam Hilton, a 34-year-old planning to travel from Manchester for Saturday’s session, expressed similar frustrations. Having paid £120 for two tickets, he stated that he does not feel the price represents value for money. Hilton noted, “It’s a shame, as it seems to be a trend across most sports where fans are seemingly being priced out of events that should be accessible to everyone.” He also pointed to logistical challenges, such as limited transport infrastructure and the difficulty of finding affordable parking near the stadium.
Jenny Meadows, co-coach to Keely Hodgkinson, also weighed in on social media, writing, “Believe it’s full for some final evenings but a shame we couldn’t fill the stadium for the duration.” While the empty seats have drawn negative attention, the event organizers maintain a positive outlook regarding the overall success of the ticket sales.
A Birmingham 2026 spokesperson expressed delight at the ticket sales, stating they have “far surpassed” initial targets. The spokesperson added, “Friday, Saturday and Sunday evening sessions are approaching sell-out, with several other sessions close to capacity.” They emphasized that the opening day was a success and that they look forward to welcoming more spectators throughout the remainder of the week.
Despite the organizers’ defense, the discrepancy between the high-profile nature of the European Athletics Championships and the visible gaps in the stands remains a topic of debate. The event serves as a historic milestone for British athletics, yet the challenge of balancing high-level event costs with public accessibility continues to be a point of friction for many supporters.
The ongoing discussion highlights a broader trend in sports event management, where organizers must weigh the need for revenue against the desire for a vibrant, full-stadium atmosphere. As the championships continue, the focus will remain on whether the weekend sessions can generate the expected crowds and whether the pricing strategy will be adjusted for future major sporting events in the UK.
Ultimately, while the athletic performances have been world-class, the conversation surrounding the Birmingham 2026 event has been heavily influenced by the empty seats and the financial barriers cited by fans. The organizers remain committed to their strategy, hoping that the final days of competition will provide the full-stadium experience that many feel is necessary for such a significant international gathering.
A crowd of 13,623 watched as Britain’s 24-year-old sprinter Amy Hunt stormed to her first senior international title, in a stadium that has a capacity of 23,000.
Speaking to the, the 40-year-old said: “I think they have the pricing for the weekdays a little off.
The cheapest tickets are £26, which is reasonable and most people have bought those and the back rows are full.
“The view from the £40 to £26 tickets is pretty much the same, so that price category has become rather redundant.
“In summer, with the good weather, you’d like to see it full-ish.
“For the first European Championships in the UK ever, you’d except to get bums on seats – and a lot of kids who could then learn to love the sport and take it up going forward, especially when there’s a major event outside of London.”
Hilton joined others who have criticised the lack of transport infrastructure around the stadium, with the nearest train station a mile’s walk away and shuttle buses ferrying fans from the city centre, alongside a park and ride service.
Hilton, who is set to drive, said he could only find a prepaid parking space two miles (3km) away for Saturday.
One athletics fan urged organisers on social media to “fill the place” with “cheap door tickets”.
Another said they decided against buying tickets as it would cost his family “more than a holiday” when travel and accommodation for one night was factored in.
Organisers said a family of four could attend the event for £30.
Culture Secretary Lisa Nandy said she expected attendances to increase as the championships continued.
“It is true that over the past few days we haven’t sold out the stadiums but we are seeing those numbers rising steadily,” she said.
She added she thought organisers have “pretty good job here” over ticket prices with “half of all the tickets for the events here in Birmingham are under £30”.
