Steve Bruce outlines ‘colossal’ Aston Villa fear after Champions League ticket controversy
Aston Villa's ticket prices for their first-ever Champions League campaign have been widely criticised by the likes of ex-manager Steve Bruce, who has told the club it could backfire
Steve Bruce fears Aston Villa won't even sell out their Champions League home fixtures due to their hugely inflated ticket prices.
There was outrage on Wednesday after Villa announced the sums they'd be charging for their first taste of European competition since 2010. The cheapest adult price for a non-season ticket holder is £85.
The supporters' trust swiftly issued a statement calling for the club to rethink their "out of touch" strategy. Former Villa and Birmingham City boss Bruce reckons if they don't, Villa Park will be awash with empty seats.
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Speaking on talkSPORT this morning (September 5), the newly-appointed Blackpool manager said: “It’s a colossal sum of money. Maybe you can get away with it in London, but in the city of Birmingham, where I had the pleasure of working for the best part of 10 years, six at Birmingham and a couple at Aston Villa...
“It’s going to be very difficult for the vast majority of fans to find that sort of money. Maybe I think they’ve overpriced it, if I’m being brutally honest.”
While Bruce recognised the years of good work owners Nassef Sawiris and Wes Edens have put in since their July 2018 takeover, taking Villa from the Championship to the Premier League top four, he thinks they might have shot themselves in the foot on this occasion.
“Apart from these ticket prices, these new owners have done a remarkable job," he continued. "When you think it was only five years ago we were playing in the Championship, let alone playing in the Champions League, so they’ve done a lot right in a short period of time.
“But I think they’ve got this wrong with their pricing. It’s a big concern because I’m not sure they can fill the stadium at those sorts of prices.”
Blackpool boss Bruce concluded by calling for a U-turn, urging Villa chiefs to do so sooner rather than later to mitigate the damage. “I hope they have a think about it because the backlash over it has only just started, I would presume," he added.