Rising costs: Why attending and watching UK sport is getting more expensive

The price of accessing elite sport in the UK has climbed sharply throughout the 2020s, with fan backlash growing over ticket fees for 2027’s marquee events. Costs for attending matches and races are at record highs, while the number of required television subscriptions continues to expand, creating financial barriers for both stadium and armchair supporters.

For the 2027 Ashes series at Edgbaston, adult tickets start at £115 per day, a steep increase from the £65 minimum charged when Australia last visited in 2023. Members at the venue are exempt from this hike. At Wimbledon, standard seats for the singles finals will cost a minimum of £255, with the most expensive tickets reaching £400, which is £50 more than 2026 and more than double the 2017 price. Centre Court admission for middle Saturday begins at £130.

Royal British Grand Prix tickets at Silverstone also reflect this trend, with general raceday admission rising to £289 from £189 in 2021. The cheapest allocated seat has jumped to £609, up from £276 five years ago. Similarly, general admission for the 2027 Ryder Cup at Adare Manor is priced at €499, compared to €260 for the 2023 event in Italy. Other recent comparisons include The Open at Royal Birkdale, where fans paid £150 for a day of play, versus £95 at St Andrews in 2022.

Lee Hanlon, a cricket supporter living near Edgbaston, expressed frustration at the trend. He decided against attending next summer’s series, stating that normal fans have been priced out in favour of wealthier attendees. “It’s just ludicrous,” Hanlon said. “I find it upsetting.” A BBC Sport poll indicated that 95% of respondents felt the 2027 Ashes tickets were overpriced.

Organisers argue that the increases are necessary to cover rising operational expenses. Mark Darbon, chief executive of the R&A, noted that hosting The Open now costs 25% more than it did five or six years ago, equating to an additional £10-12 million. He explained that ticketing revenue accounts for less than 20% of total income for such events, forcing organisers to adjust prices to match inflation and manage utility, staffing, insurance, and technology costs.

Darbon also highlighted a shift in the “experience economy,” where value is placed on atmosphere and belonging. Additionally, there is a growing proportion of hospitality and VIP ticketing, including corporate boxes being broken down into individual seats. Richard Flint, chairman of Seat Unique, suggested this caters to a market willing to pay for premium experiences, with some revenue sometimes directed toward stadium upgrades that benefit general attendees.

For viewers at home, the financial burden comes through fragmented broadcasting rights. UK football fans seeking to watch all Premier League, Champions League, and Scottish Premiership matches must subscribe to multiple services, including Sky Sports, TNT Sports, Amazon Prime, and Premier Sports, in addition to a TV licence for BBC and ITV coverage. Pete Oliver, CEO of growth markets at DAZN, acknowledged that the cost of entertainment subscriptions will continue to rise due to market competition and increasing athlete salaries.

Pierre Maes, a sports media consultant, warned that the current model is reaching a limit. He noted that higher prices and fragmentation drive fans toward piracy, as consumers feel fewer moral objections to illegal streaming. Maes suggested that the long-term solution may resemble a unified streaming service similar to Spotify, arguing that without such a shift, sports risk losing both fans and their attention.