Organisers for the upcoming UEFA Euro 2028 have made a significant pledge to fans, vowing not to use controversial dynamic pricing for tickets when the tournament comes to Britain and Ireland.
A Fair Deal for Football Fans
The announcement was made by Football Association chair Debbie Hewitt during an event to reveal the tournament schedule. Dynamic pricing, a variable system where costs fluctuate based on demand, has sparked considerable anger among supporters since being implemented by FIFA for the 2026 World Cup. Ms Hewitt stated unequivocally to Sky News, "We're not a fan of dynamic ticketing pricing and I think UEFA have heard that loud and clear."
She confirmed there has been no resistance from UEFA, highlighting a shared commitment to making this "the most accessible Euros." A great deal of thought is being dedicated to ticket pricing and ensuring the event is within reach for a wide audience of supporters.
Tournament Schedule and Host Nations
The 24-team championship will be staged across England, Wales, Scotland, and the Republic of Ireland, utilising nine different stadiums. If all host nations qualify directly, they will play their three group stage matches on home soil.
The action kicks off on 9 June with Wales playing at the national stadium in Cardiff. Other key venues include Dublin's Aviva Stadium, Glasgow's Hampden Park, and several grounds in England, such as the homes of Tottenham Hotspur and Aston Villa.
England's Three Lions would begin their campaign at Manchester City's stadium, concluding the group stage at Wembley. Potential knockout matches could see them play in Newcastle or at Everton's new stadium, with the quarter-finals, semi-finals, and final all scheduled for Wembley Stadium should the team progress.
An Earlier Final for a Better Experience
In a move designed to improve the matchday experience, the Euro 2028 final at Wembley will kick off three hours earlier than the 2021 final. The showdown is set for 5pm on Sunday, 9 July.
This common-sense decision, as described by Ms Hewitt, aims to make the final more accessible. It considers easier public transport links on a Sunday evening, allows fans more time to celebrate after the game, and incorporates safety and security considerations. This change follows the fan unrest that marred the 2021 final at Wembley when England lost to Italy.
With England's men having reached the last two European Championship finals, hopes will be high that they can finally lift the trophy on home soil in 2028.
