'They've got no choice' - Stefan Borson backs controversial Aston Villa decision

Aston Villa's owners have had "no choice" but to increase ticket prices while redeveloping Villa Park during 2026-27.

That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider that the situation is understandably "painful" but also unavoidable.

Unai Emery's side have experienced a mixed start to the campaign, having to wait until their clash with Tottenham Hotspur for their first Premier League win.

The Villans are currently sitting 16th in the Premier League and will be hoping to turn things around with upcoming Champions League fixtures against Fenerbahce and Viking.

Emery's team might be playing in front of reduced attendances for both home games, though, with many feeling that the owners have priced them out of going.

Those without season tickets could be forced to pay upwards of £99, with no difference between the two opponents despite a huge gap in size.

Aston Villa owners backed over 'ridiculously expensive' tickets

Speaking exclusively to Football Insider, Borson understands that the tickets are "ridiculously expensive," but the owners are left with no other option.

"Look, I think, in fairness, they've got no choice. They've lost a quarter of the stadium for this season," he explained.

"And I'm afraid that given that they've had to take out, I don't know how many seats it is, maybe 10,000, maybe a bit less, maybe 7,000, but what choice do they have?

"Obviously it's ridiculously expensive, of course, but I think because of the lack of supply, they will sell them and, therefore yes, it'll be painful for the fans.

"But the club, I think with some justification, will say they've got no choice."

What are Aston Villa's chances of Champions League success?

Supporters are stuck in a difficult position. While they want to watch their team in action in the Champions League, the prices are outrageous.

In 2024-25, the Villans finished eighth in the league phase, only narrowly being knocked out by the eventual winners, PSG, in the quarter-finals.

Opta's supercomputer, this time around, have predicted Villa to finish seventh in the league phase, with a 40.25 per cent chance of reaching the same stage as last time.

Emery's side have been given an 18.06 per cent chance of reaching the semi-finals, but fans would not want to give up watching that kind of run in Europe.