The beautiful game, once celebrated for its unifying power and accessibility, is facing a stark reckoning. The announcement by Fifa of a dynamic pricing model for the 2026 World Cup tickets has laid bare what many have long suspected: the organization’s singular motive is profit, and it’s willing to sacrifice the spirit of the game to achieve it.
For years, Fifa at least attempted to project an image of fostering global football growth. That facade has now crumbled. The new system, which will see ticket prices fluctuate based on demand, effectively opens the door to rampant price gouging. While initial prices start at $60 for some group stage matches and peak at $6,730 for a final seat, these figures are merely a starting point. The algorithm-driven system promises to escalate costs, potentially pricing out the average fan and turning the World Cup into an exclusive event for the wealthy.
The timing is particularly galling. The draw for the tournament isn’t until December, meaning fans are being asked to commit to purchasing tickets without knowing which teams they’ll be supporting or the specific match schedule. This creates a perfect storm for inflated prices, as demand will inevitably surge for high-profile games, driving costs through the roof. It’s a system that rewards speculation and punishes genuine fans.
Fifa defends the move as a necessary step to maximize revenue and fund the development of football worldwide. Heimo Schirgi, Fifa’s World Cup 2026 chief operating officer, claims it’s about “optimizing revenue” and “optimizing attendance.” However, critics argue that this justification rings hollow. The focus on profit maximization directly contradicts the stated goal of making the game accessible to all. By prioritizing revenue over affordability, Fifa risks alienating the very fans who make the World Cup the global spectacle it is.
This isn’t an isolated incident. Dynamic pricing has faced backlash in other industries, from concerts to fast food. Oasis fans revolted when dynamic pricing doubled ticket costs for their reunion tour, prompting the band to abandon the practice for their US dates. Taylor Swift reportedly resisted using the system for her Eras Tour, recognizing the potential for alienating her fanbase. Even Wendy’s faced public outcry and ultimately reversed course after announcing dynamic pricing for its menu items. These examples demonstrate a growing consumer resistance to price gouging, and Fifa’s decision to embrace it is a risky gamble.
The argument that dynamic pricing can also lead to lower prices is disingenuous. Fifa has implemented a price floor of $60, effectively eliminating the possibility of significant discounts. This ensures that even less-desirable matches will remain relatively expensive, further limiting access for ordinary fans.
Furthermore, Fifa’s embrace of “surveillance pricing” – using data on consumer browsing habits to set prices – raises serious ethical concerns. This practice exploits fans’ enthusiasm and willingness to pay, turning the World Cup into a predatory marketplace. The abandonment of inquiries into surveillance pricing by the Trump administration only emboldens such practices.
The shift towards prioritizing profit over principle represents a fundamental change in Fifa’s approach. Once, the organization at least paid lip service to the idea of spreading the game globally, choosing host nations based on regional footprint rather than pure economic potential. The decision to host the 2026 World Cup in North America, a region with immense disposable income, is a clear indication of this shift. The focus is no longer on growing the game; it’s on extracting maximum value from it.
The future of the World Cup hangs in the balance. If Fifa continues down this path, it risks transforming the tournament into an exclusive event for the elite, eroding its global appeal and alienating the fans who have made it the world’s most beloved sporting event. The beautiful game deserves better than to be reduced to a mere commodity.
Leander Schaerlaeckens’ book on the United States men’s national soccer team is out in the spring of 2026. You can preorder it here. He teaches at Marist University.
