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FIFA’s exorbitant World Cup tickets could backfire

    Gianni Infantino, the boss of the Fédération Internationale de Football Association (FIFA), calls football’s governing body the world’s provider of happiness. At the 2026 World Cup in North America, that happiness comes at a price. The cheapest tickets for group-stage games¹ averaged $200; those for the final went for higher than $2,000. The data presented in the chart suggest this year’s World Cup is the most expensive cultural event ever.

   World Cup tickets are usually priced well below what the market might accept. Throughout the tournament’s history demand has tended to surpass supply. Rather than charge more, FIFA has kept prices at levels ordinary fans could afford and distributed seats through lotteries. Broadcasting and sponsorship rights mattered far more to the organisation’s finances than matchday receipts.

    In 2026 it is different. For the first time FIFA has taken direct control of ticketing, rather than outsourcing to local organisers. It has embraced dynamic pricing, whereby prices rise in line with demand, and opened an official resale marketplace, from which it takes a 15% share from both the buyer and the seller. Even after adjusting for inflation, World Cup tickets across the United States, Canada and Mexico cost more than twice as much as they did in Qatar in 2022.

    Even if higher prices compensate for weaker sales, FIFA risks damaging the product itself — which could, in turn, hurt its more lucrative revenue streams². Full stadiums create the noise and tension that make matches irresistible on TV and other screens. FIFA faced embarrassment last year during the Club World Cup, when spectators were reportedly moved towards television cameras at sparsely attended matches. Studies have shown that wealthier fans are quieter and less overtly passionate about their teams.

(www.economist.com, 18.05.2026. Adaptado.)

1 group-stage games: jogos da fase de grupos. Rodada inicial da Copa do Mundo na qual as nações participantes são divididas em grupos menores para disputar o torneio.

2  revenue streams: fontes de receita.