Dynamic Pricing for World Cup Tickets

FIFA, the international governing body for football, has revealed that tickets for the upcoming World Cup in 2026—co-hosted by Mexico and Canada—will use dynamic pricing.

This approach means that ticket prices can change based on demand. For example, a premium seat for the final on July 19 at MetLife Stadium in New Jersey may cost over $6,700. This high price is just for a basic ticket, not even a hospitality package.

Back in 1994, when the US last hosted the World Cup, things were different. There was no dynamic pricing back then.

Honestly, if I had been at the Brazil-Italy final in Los Angeles, I could have snagged a ticket for just $60—equivalent to about $130 today.

Yet, soccer, like any major sport, is part of the entertainment industry, often overshadowed by prominent music acts such as Bruce Springsteen and Beyoncé. Interestingly, during a recent Oasis concert at MetLife, ticket prices didn’t fluctuate, and after fan backlash, the band decided against dynamic pricing for their American dates.

The concert sold out anyway, which is interesting. Consumers have grown accustomed to this concept, as seen with vacation costs skyrocketing when schools are out or trying to catch an Uber during peak hours. Everyone’s in this together—FIFA included, but it’s essential for them to pay attention to what they want.

During the Club World Cup held across the US this summer, many games featured empty seats, leading to a noticeably quieter atmosphere. For instance, a ticket for a semi-final match between Chelsea and Brazil’s Fluminense was listed for just $13, which is actually cheaper than a beer in the stadium, while only days before, it fetched nearly $473.

Label it what you will—dynamic pricing, surge pricing, or price gouging. The underlying issue is that such practices aren’t surprising coming from a governing body that often prioritizes profit. Even if many fans find attending the tournament financially daunting, FIFA continues to thrive, bolstered by around $4 billion in sponsorships and broadcasting rights linked to the event.

While FIFA claims to operate as a nonprofit, its revenue over the four-year World Cup cycle is around $13 billion, and its president, Gianni Infantino, enjoys a substantial compensation package of about $5 million.

Infantino took office in 2016 amid allegations of fraud and bribery that plagued his predecessor, Sepp Blatter. Yet, now, less than a decade later, Infantino has been seen mingling with controversial figures like Russia’s Vladimir Putin and Saudi Prince Mohammed bin Salman.

He visited the Oval Office twice recently, praising his friendship with President Trump while presenting a significant ticket for the final.

FIFA consistently asserts that its mission is to “grow the game.” This rationale has, somewhat absurdly, justified hosting past World Cups in countries with questionable human rights records, such as Russia and Qatar.

It’s not really about dynamic pricing. The essence of soccer—the only truly global sport—lies in its fans. They are the heart of the game, showing unwavering dedication and traveling far and wide to support their teams.

Ultimately, FIFA could show appreciation for this loyalty by making tickets more affordable, rather than squeezing every last cent from fans. They certainly have the means to do that.

Gavin Newsham recently won an award for his book, “John Daly: Letting the Big Dog Eat”, at the National Sporting Club Book Awards.