The 2026 FIFA World Cup kicks off in June with the United States, Canada, and Mexico cohosting the global event. It marks the first time the men’s World Cup will be held in the United States since 1994, and Florida State Professor Mark DiDonato says the event is a real-time example of the changing landscape of ticketed sporting events.
Some fans have pushed back on ticket prices, with resale prices for the final exceeding $10,000 on FIFA’s official resale market and prices even higher on other secondary markets.
As recently as this weekend, Manchester City head coach Pep Guardiola, one of the most revered coaches in the world, criticized the cost for supporters to follow their team. “Soccer is for the fans,” Guardiola said.
Depending on the matchup and location, World Cup ticket prices can vary dramatically. Tickets for Austria vs. Algeria in Kansas City are available for $400 each. But to watch the United States open the competition in Los Angeles against Paraguay, tickets are priced at $1940 and higher. Ticket prices for that game have not risen, with reports of lagging ticket sales being responsible.
“Dynamic ticket pricing (DTP) has become the standard for major sporting events, like the FIFA World Cup,” DiDonato said. “Prices adjust in real time based on supply and demand, following a familiar model used by airlines and hotels for decades. Sporting events are particularly suited for this approach because inventory is fixed. There are only so many seats, and each ticket loses all value once the game begins. Algorithms identify the market-clearing price, or the highest price a consumer is willing to pay at a given moment.”
That said, when demand does not drive prices up, FIFA has not reduced ticket prices for any of the games. The US Men’s National Team debut was the third-most expensive ticket of the tournament, behind the semifinals and finals.
Most of the World Cup games are scheduled to be played in stadiums with capacities over 70,000. The smallest stadium capacity among the host cities in the United States is just under 65,000 in both Foxboro, Mass and Miami. Two of the three Mexico host cities have smaller stadium capacities, with Monterrey at 50,000 and Guadalajara at just under 45,000. The Canadian stadiums also have smaller capacities (Vancouver 54,500 and Toronto 45,000).
FIFA requires at least 60,000 capacity for quarterfinals and semifinals and 80,000 for the final.
“From an economic standpoint, reducing the total number of seats while demand remains unchanged will push prices higher, which can price out some traditional fans,” DiDonato said. “Teams have responded by diversifying ticket options, such as standing-room-only access without a reserved seat. The result is a reconfiguration of how different segments experience the event today. Teams are balancing exclusivity and accessibility while prioritizing revenue growth and maintaining fan engagement.
It remains to be seen if FIFA will reduce ticket prices if seats remain unsold as games approach. The World Cup opens on June 11 with the USMNT beginning play on June 12.
