If there’s the tiniest sliver of an upside to the latest news about ticketing for the 2026 World Cup, it’s that we can finally dispense with the pretense that Fifa is interested in growing the game any more.
Fifa confirmed on Wednesday that it will, for the first time, use a dynamic ticket pricing model for the tournament, which will be co-hosted by the United States, Mexico and Canada. While tickets will initially range from $60 for the cheap seats in some group-stage matches to $6,730 for the best vantage point at the final, those prices will then be algorithmically handed over to the market to respond to demand, which will probably cause them to skyrocket. After all, the first tranche of tickets goes on sale through an application and lottery system next week, but the World Cup draw will not take place until December. The gap between ticket sales and the assignment of teams to those actual matches all but guarantees a surge of demand for a diminished supply.
