World Cup 2026 Tickets Hold Above $4,000 After Dynamic Pricing Test

Before the World Cup kicked off, fans raged over ticket prices – the highest ever for the tournament. Critics predicted empty seats and a pricing bust. Instead, after the first week of matches, resale prices held steady and some hit over US$4,000. Stadiums are running near full.

FIFA employed dynamic pricing, staggered ticket drops, and its own resale platform to keep prices elevated. Bloomberg Intelligence analyst Kevin Near said premium demand remains strong, supporting primary sales. The excitement of early upsets – including one of the biggest in tournament history and Lionel Messi's hat trick – pushed interest higher.

S&P Global analyst Michael Johnson said the strategy created "confusion and frustration among fans" who expected prices to fall once matches started. That didn't happen.

The mechanism is simple. Dynamic pricing works when demand is inelastic. World Cup tickets for premium matches are not discretionary for many buyers. FIFA's controlled resale platform prevents arbitrage and captures secondary markups. The US$11 billion revenue target, the highest ever for a World Cup, justifies the aggressive tactics.

Resale volume over the next two group-stage rounds will test whether demand holds. If it does, knockout tickets will follow the same pattern. A lopsided knockout match could deflate interest. The data so far says FIFA's ticketing machine is working exactly as designed.