FIFA has announced that tickets for the 2026 World Cup will start at $60, but the introduction of dynamic pricing has sparked concerns among fans. This system, which adjusts prices based on demand, has been criticized for potentially pricing out dedicated supporters. FIFA officials claim the move is aligned with market practices in the host countries and will generate revenue to support global football development. Changes to ticket categories, prioritizing stadium level over pitch proximity, are also being implemented. The first phase of ticket sales, exclusive to Visa cardholders, begins on September 10th.
FIFA has announced that tickets for the highly anticipated 2026 World Cup will begin at $60 (£44), but the introduction of dynamic pricing has already raised eyebrows and drawn comparisons to controversial practices seen in other event ticketing systems. The sales process is set to commence next week, and officials have outlined key details regarding pricing and ticket categories.
The use of dynamic pricing, where ticket prices fluctuate based on demand, is not new. It was previously employed during this year’s Club World Cup and has recently been a source of frustration for fans attempting to secure tickets for events like Oasis’s comeback tour in the UK. This practice, often described as “surge pricing,” has been criticized for potentially pricing out dedicated fans and favoring those willing to pay a premium.
While FIFA officials have remained tight-lipped about specific price points beyond the $60 starting price and the $6,730 (£5,760) upper limit for prime seats at the final, the implication is clear: prices are likely to rise significantly as demand increases. Heimo Schirgi, FIFA’s World Cup 2026 chief operating officer, advised potential attendees to “Get your tickets early,” hinting at the unpredictable nature of the dynamic pricing system.
The decision to implement dynamic pricing is, according to FIFA, a strategic move to align with market norms in the United States and Canada, where such practices are more commonplace. Officials argue that the public in these host nations is already accustomed to event ticket prices adjusting based on demand. Furthermore, they emphasize the potential for increased revenue, which will be channeled back into supporting FIFA’s 211 member associations and fostering the growth of the sport globally. Notably, FIFA did not conduct a baseline study to assess potential revenue without dynamic pricing, suggesting the decision was largely predetermined.
“It’s key to highlight FIFA’s mission and FIFA’s objective of providing funding, providing opportunities, providing growth to our sport across all the 211 member associations,” Schirgi explained. “And as part of that mission… we’re looking at optimizing the revenue, but also optimizing attendance in the stadium, right? So, it’s always a balance between different factors.”
The ticketing structure itself is also undergoing a change. Traditionally, FIFA has categorized seats based on their location relative to the pitch, with Category 1 representing the best views. However, for the 2026 World Cup, seat categories will primarily correspond to the level of the stadium. For example, the entire lower level of MetLife Stadium, the venue for the final, is expected to be designated as Category 1, with subsequent levels categorized accordingly. This shift is intended to cater to the preferences of North American fans, who, according to FIFA research, prioritize proximity to the field over specific viewing angles.
The first phase of ticket sales, exclusively for Visa cardholders, begins on September 10th and runs through September 19th. Applicants will be randomly selected, and those successful will receive a notification with a specific date and time window in October to purchase their tickets. FIFA has assured fans that measures will be in place to prevent the use of bots and ensure a fair allocation process. Tickets will be available for individual matches, venue packages, and team-specific packages. A maximum of four tickets per match and ten tickets throughout the tournament will be permitted per purchase. FIFA also plans to operate a resale marketplace to combat scalping.
The experience with dynamic pricing at the 2025 Club World Cup offers a cautionary tale. While initial prices surged, they subsequently plummeted – in some cases to as low as $13.40 (£10) – as stadiums remained partially empty. However, FIFA anticipates significantly higher demand for the World Cup, and officials have stated that ticket prices will not fall below $60.
The implementation of dynamic pricing and the revised ticketing categories represent a significant departure from previous World Cup tournaments. Whether these changes will be welcomed by fans or viewed as a money-grabbing exercise remains to be seen. The coming weeks will be crucial as the world awaits the start of ticket sales and the unfolding of this new era in World Cup ticketing.
