"Fifa has confirmed that it will employ dynamic pricing for tickets to the 2026 World Cup from the beginning of the sales process, which starts next week. The system was also used for this year's Club World Cup and, in the UK, drew widespread complaints from fans buying tickets for Oasis's comeback tour. The use of dynamic pricing was one of a few new details Fifa officials discussed around ticketing for the World Cup one week before sales open, including the first collection of prices."
"The cheapest tickets will start at $60 (44), with the most expensive, for a prime spot at the final, starting at $6,730 (5,760). Fifa did not provide any price points in between those two. Dynamic pricing means that those starting prices can, and probably will, rise significantly. This will be the first men's World Cup to use the scheme, in which the ticket prices are adjusted by the seller to reflect demand similar to the way surge pricing works for rideshare services."
"Ticket companies have benefited significantly from dynamic pricing as its usage has risen over the last decade. Ticketmaster parent company LiveNation broke its record for revenue in 2024, with dynamic pricing thought to be a significant factor. The practice has also attracted complaints from fans priced out of events including in high-profile cases surrounding Oasis's tour and last season's FA Cup final."
Fifa will apply dynamic pricing to 2026 World Cup tickets from the start of sales. The system has been used previously, including at this year's Club World Cup, and has drawn widespread fan complaints in other events. Cheapest tickets begin at $60 and premium final tickets start at $6,730, with no intermediate price points provided. Dynamic pricing allows initial prices to increase significantly based on demand, marking the first use at a men's World Cup. Ticket companies have profited from dynamic pricing, while critics say fans risk being priced out. Fifa cited adaptation to North American markets and additional revenue for member nations, and officials said no baseline study was run.
Read at www.theguardian.com
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