The upcoming 2026 FIFA World Cup is expected to bring significant changes to how tickets are priced and sold, according to Mark DiDonato, assistant teaching professor at Florida State University’s Department of Sport Management. DiDonato said on April 22 that the event will continue a trend toward market-driven ticketing models, making attendance less affordable for many fans.
This shift in ticketing strategies is important as it reflects broader economic trends in sports and affects who can attend major events. The rising costs may limit access for traditional supporters while offering more premium options for high-spending clients.
DiDonato explained that dynamic ticket pricing has become standard at large sporting events like the FIFA World Cup. “Prices adjust in real time based on supply and demand, following a familiar model used by airlines and hotels for decades,” he said. He noted that sporting events are well-suited to this approach because seats are limited and each ticket loses value once the game begins. Algorithms help set prices based on factors such as team performance, opponent quality, star player availability, weather conditions, and overall economic climate.
He also pointed out that FIFA’s official resale platform collects a fee from both buyers and sellers as part of its strategy to control the secondary market while maximizing revenue. In addition to fluctuating ticket prices, there has been an increase in high-end hospitality packages—some costing nearly $70,000 for matches like the World Cup Final—which cater primarily to corporate sponsors or wealthy clients seeking exclusive experiences.
“Across both collegiate athletics and professional leagues, facilities are reducing overall seating capacity while increasing the number of premium spaces,” DiDonato said. This trend results in higher prices due to reduced supply but also encourages teams to diversify options with offerings such as standing-room-only access.
As preparations continue for the tournament co-hosted by the United States, Canada, and Mexico—the first time since 1994—the balance between exclusivity and accessibility remains a key issue. DiDonato said teams must weigh revenue growth against maintaining fan engagement.
