The European Athletics Championships in Birmingham have come under fire due to exorbitant ticket and food prices, leading to a disappointing turnout. Keely Hodgkinson’s coach and BBC commentator Steve Cram have voiced concerns about the impact of high costs on attendance, with fans criticizing food prices at the Alexander Stadium—a barbecue pork roll priced at £18.50, a bratwurst hot dog at £15, and a bottle of water at £3.95.

On Monday night, despite an official attendance of over 13,000 for Amy Hunt’s 100m gold-medal victory, the 23,000-capacity venue appeared less than half-full. This situation is particularly troubling as London's bid team for the World Athletics Championships 2029 prepares for its final presentation.

Initial ticket prices were steep, with category A seats costing £110 and category B tickets at £90, while cheaper category C and D seats were less popular. Nick Harwell, Hunt’s agent, lamented the situation on social media, calling the prices "crazy."

Cram noted the sparse crowd, particularly in the back straight, saying, "A little disappointing in terms of spectators." Meanwhile, in Birmingham city centre, there's minimal evidence of the prestigious event, raising questions about efforts to draw casual fans.

Jenny Meadows, Hodgkinson’s coach, shared fan frustrations regarding high ticket prices and parking issues, stating, "Hearing from fans re high ticket prices, parking issues and even people not knowing it was taking place."

A spokesperson for Birmingham 2026 defended the pricing structure, highlighting that 50% of tickets were priced at £30 or lower, with options starting from £10. They claimed ticket sales had exceeded expectations, with many sessions nearing sellout.

However, commentator Sonja McLaughlan expressed shock at the high prices, emphasizing the negative impact on athletes. Fans have suggested giving away empty seats to youth in athletics clubs, with one noting, "Perhaps the worst prices I’ve seen at a sporting event."

Concerns extend to logistical issues, including late finishes and the distance to transport options, exacerbated by road closures near the venue.