FIFA Eyes Demand-Based Ticket Prices for 2026 Men’s World Cup

FIFA is planning to introduce a dynamic pricing system for general admission tickets to the 2026 Men’s World Cup, according to The Athletic, citing sources familiar with internal discussions. The model—common in U.S. travel, live events, and entertainment—adjusts prices in real time based on demand and ticket availability.

To date, only hospitality packages have been available for purchase, priced between $3,500 and $73,200 per person. FIFA confirmed that general ticket sales will begin in the third quarter of 2025 via its official website but did not disclose further details.

The expectation is that a fixed-price allocation will be granted to national football associations for their supporters, but all other tickets will fluctuate in price. In their joint bid, the U.S., Canada and Mexico estimated ticketing revenue at $1.8 billion—a figure FIFA deemed “conservative.” The organization is targeting $13 billion in revenue for the 2023–2026 cycle, a major leap from $7.6 billion in the previous four-year period.

Dynamic pricing was tested at the Club World Cup and last year’s Copa America in the U.S., with mixed results. Prices dropped for poorly attended games, but surged for high-demand matches like those involving Real Madrid.

The model has drawn backlash from supporters' groups. Ronan Evain, executive director of Football Supporters Europe, condemned it as “nothing but blatant greed” and urged FIFA to freeze prices at 2022 levels. He stressed that the organization, with its massive reserves, has no justification for price hikes.

Fans may also face soaring costs for flights, hotels, and local travel across North America, amplifying concerns about accessibility and affordability.