Aston Villa told to 'admit' to the fans what's really going on with ticket prices - Keith Wyness

Aston Villa simply have to come out and publicly explain the reasoning behind their lofty prices for Champions League tickets to their fans.

That is according to former Villa chief executive Keith Wyness, speaking exclusively to Football Insider, who believes that the supporters deserve an explanation for the increases.

Unai Emery's side have two European home games on the horizon against Fenerbahce and Viking, with the cheapest adult tickets for each game costing £89 at the moment.

Wyness believes that fans expect a "price creep" when it comes to elite-level European football, but feels that the club have gone too far.

Former Manchester City financial advisor Stefan Borson recently told Football Insider that Villa may have had "no choice" but to raise the ticket prices to make up for the lost revenue from the North Stand being closed.

However, Wyness is adamant that if that is the case, then the fans deserve to know, as it may provide them with a little peace of mind that their cash is going towards a worthy cause.

Aston Villa theory provides 'convenient excuse'

Villa's former chief Wyness - who served as CEO at Villa Park between 2016 and 2018 and now runs a consultancy business advising elite clubs - believes that the suggestion of making up for lost revenue provides a "convenient excuse" for the club.

The North Stand at Villa Park is set to be closed for the entire campaign amid building work to increase its capacity, but it will also have a short-term effect on both the club and the fans.

Speaking on the latest edition of Football Insider's Inside Track podcast, Wyness explained how the fans deserve to know why they are paying so much.

"It is a high price for a game like that against Viking, I've got to say. Now, if it is the North Stand issue, the club should come out and say it is and that they're going to then revert back to a lower price once the North Stand is back in place," he said.

"That would make everybody, I think, understand and accept it. I don't think the club are going to do that. I haven't seen anything from the club yet. 

"I think they will probably see this as a way to try and get those prices up. And this would be a convenient excuse. But that's what I'd be thinking at the moment: if it is genuinely that reason, then say so and admit it to the fans. 

"If it's not, then the fans can expect price creep and certainly in the Champions League. Look, it's one of those big things that you want to be there for those games, even a club like Viking. In this case I think we're tending to see this is something that's another way that fan inflation is happening."

Aston Villa plan South American deal

Wyness told Football Insider last week that Villa are looking to buy a South American club to expand their empire in world football.

The Villans' NSWE ownership already own minority stakes in the likes of French side Annecy, Vitoria Guimaraes and Real Union.

However, Wyness believes that the addition of a South American side to their group is of huge appeal to Nassef Sawiris and Wes Edens.

He also outlined that Mexican outfits may be of interest to Villa, as they look to expand their global efforts.