LA28 CEO Addresses Olympic Ticket Pricing Concerns
Reynold Huber, the CEO of LA28, has reached out to Angelenos who are feeling the pinch from high ticket prices for Olympic events. Many locals are expressing their dissatisfaction, particularly after $28 tickets vanished almost immediately on Wednesday, leaving behind a wave of frustration.
Huber defended the ticketing strategy, emphasizing that “the average ticket price is less than $200” and claiming accessibility. However, he acknowledged that most tickets are priced over $100, with premium options exceeding $5,500, plus an added service charge of 24%.
A number of residents have taken to social media, voicing their beliefs that these costs seemed predetermined long before the Olympics actually kick off.
Major sporting events, such as gymnastics, swimming, track and field, and tennis finals, start at around $700, while some soccer qualifying rounds begin at $100. The broad price variations make pre-sales feel somewhat pointless for many fans.
Huber remarked, “These are the biggest games in Olympic history,” further explaining, “To ensure we can provide a fiscally responsible, safe, and secure tournament, ticket prices start at $28, aiming to offer a variety of pricing for everyone.”
He mentioned that customers might not find the desired ticket price in the current sale, but assured that additional ticket drops will occur.
It remains uncertain how many tickets priced under $28 or $100 will be available in future sales, including the recently held general sale.
LA28 is promising a total of 28 tickets valued at over $1 million, although dynamic pricing could lead to increased prices later on. Huber noted, “We are not using dynamic pricing for ticket sales at this time, but we might consider it in the future.”
For those unable to secure tickets, volunteering provides another option. Through the official LA28 Volunteer Program, individuals can either engage in community events or express interest in roles during the 2028 Games.
Volunteer recruitment is scheduled to start in summer 2026 and will extend beyond Los Angeles, encompassing all event venues, even those outside the city. This initiative, linked with Delta Air Lines, also supports various community efforts, including wildfire recovery and youth sports.
Potential volunteers can easily sign up online and will receive email notifications when opportunities arise. Despite the discontent surrounding ticket prices, Huber emphasized the importance of ticket sales for ensuring a safe, secure, and financially sound Olympics in 2028.
