FIFA’s foray into dynamic pricing may be backfiring by keeping actual fans out of the World Cup—and sending some prices lower as backlash hits demand

A man in a soccer ball hat holds a trophy and a beer in his hands. (Credit: Jamie Squire—Getty Images)

Last week, the New York and New Jersey attorneys general announced an investigation into FIFA’s ticketing practices ahead of the 2026 World Cup.

New York’s Letitia James and New Jersey’s Jennifer Davenport said in a Wednesday news release that the probe will look into “a range of issues that have arisen with FIFA’s ticketing process,” citing reports that allege exorbitant ticket costs, fans being misled about the location of their seats, and staggered ticket sales to create inflated demand that allowed FIFA to hike prices.