Fifa president Gianni Infantino has defended the pricing of tickets for this summer's World Cup, stating that the world governing body of football "had to apply market rates." The tournament's tickets are the most expensive in history, sparking widespread criticism, including a formal complaint from a fan group to the European Commission.
Infantino Cites US Entertainment Market
Infantino pointed to the premium pricing of live sports events in the United States, where the majority of World Cup matches will be held, as justification for Fifa's pricing strategy. He argued that the existence of a thriving secondary ticket market in North America means fans would likely face high prices regardless of whether they buy directly from Fifa or from resellers.
"We have to look at the market – we are in the market in which entertainment is the most developed in the world – so we have to apply market rates," Infantino said. "In the US, it is permitted to resell tickets as well. So if you were to sell tickets at a price which is too low, these tickets will be resold at a much higher price."
He added: "As a matter of fact, even though some people are saying that the ticket prices we have are high, they still end up on the resale market at an even higher price, more than double our price."
Fifa's Business Model Change
For the 2026 World Cup, Fifa altered its business model by bringing the sale of media rights, sponsorship, and tickets in-house. It also established its own resale platform, allowing it to take a cut from any resold tickets. The most expensive ticket for the 2022 World Cup final cost around £1,300 at face value, while the equivalent for the upcoming tournament is £8,000. Some tickets have been listed on Fifa Marketplace for as much as £2 million.
Infantino downplayed these listings, saying: "If some people put on the resale market some tickets for the final at $2m, number one, it doesn't mean that the tickets cost $2m, and number two, it doesn't mean that somebody will buy these tickets." In a lighthearted remark, he added: "If somebody buys a ticket for the final for $2m, I will personally bring him a hot dog and a Coke to make sure that he has a great experience."
