Aston Villa are cashing in on their Champions League qualification - by hitting some corporate sponsors with an eye-watering 60 per cent hike.
Unai Emery’s men qualified for the competition for the first time after their fourth-placed finish last season. And Villa have ramped up the price of their top executive boxes in the Trinity Road stand.
Last season, Villa charged £85,000 for 12 seats - but this has now rocketed to £138,000 after the renewals were sent out this week.
That figure does include matches in the continent’s Blue Ribband competition and other home games in cup competitions at Villa Park. But this remains a huge uplift as the former European Champions plot their attempt on the tournament after a 42-year hiatus.
The club has listened to supporters - but it appears the corporates are being asked to pay the price of success. After consulation with fans’ groups, Villa restricted price rises for its season tickets to five per cent next year.
However, the club has come into conflict with their own fans following the re-designation of the Holte Suite underneath the Holte End last season.
It used to be open to all fans before and after games but was classified as a new ‘fan-focused offering’ in which, for a set fee, there was a complimentary bar and all-you-can-eat buffet. That decision caused a mixed reaction among supporters.
However, the club is determined to press ahead with its plans to make Villa Park one of the best supporter experiences in the country. And it maintains that the additional revenue is necessary to support Emery’s plans.
Villa have also briefed that fans do have more choices than before and maintains that for a minimum of four Champions League games and potential matches in the cup competitions, there will be no extra cost.