The Royal Opera House (ROH) has teamed up with one of the world’s largest foreign exchange specialists, Travelex, to offer some of its best seats for just £10.

A three-year, £1m sponsorship deal will see 100 top price tickets go on sale for the reduced price every Monday for half a season.

The Travelex £10 seats are located in the stalls and circle area of the auditorium and will go on sale 90 minutes before the performances.

It is the latest discount deal offered by a number of art venues aiming to make the performances attractive for a wider range of public.

However, the deal has been criticised by some organisations, who believe that it is not wide enough in scope and will only encourage traditional, middle-class opera-goers to take advantage of the ticket prices, instead of truly encouraging a new audience.

Defending the initiative, Tony Hall, chief executive at the ROH, said: “I want to make the ROH a place where anyone and everyone can feel welcome and enjoy world class opera and ballet – that is why we are all committed to keeping our seats as affordable as we can.”

Only one ticket is available per person and the first low-priced tickets will come on sale for the 2004/2005 season next autumn.

Tessa Jowell, minister of culture, said: “One of the truly great opera houses will now be able to reduce its prices further, giving more people the chance to experience world-class opera and dance.” Details: www.royalopera.org or www.travelex.com