Where this was said
The Ticket Fiasco: Dynamic Pricing and Empty Seats
At 26:52 · chapter starts 24:40
The first signs of trouble came from the ticket balloting process. FIFA's 'dynamic pricing' model meant there was never a fixed price list: prices moved with demand, and fans were required to submit credit card details before knowing what they might be charged. The backlash was immediate and furious. The US opener against Paraguay at SoFi Stadium — arguably the most consequential US men's national team game in a generation — had thousands of unsold tickets six weeks out, most priced above $1,000. Hotels, trains, concessions: everything about the 2026 matchday experience was running at a 'degrees higher' price than fans were accustomed to. FIFA eventually introduced a small tranche of affordable tickets, but these represented less than 10% of stadium capacity. Infantino defended the strategy as capturing revenue that would otherwise flow to scalpers. [1] — Joshua Robinson "FIFA's 2026 World Cup ticketing relied on dynamic pricing — no fixed prices, credit card required before knowing the cost. The result: thou…" 26:16
The US opener against Paraguay was held at SoFi Stadium, the home of the LA Rams, described as a five-day, $1.5 billion venue.
About six weeks before the US opener against Paraguay at SoFi Stadium, thousands of tickets remained unsold and most were priced over $1,000 each.
FIFA's 2026 World Cup ticketing relied on dynamic pricing — no fixed prices, credit card required before knowing the cost. The result: thousands of unsold tickets for the US opener six weeks before the game, most over $1,000. FIFA then quietly introduced cheap tickets representing less than 10% of capacity.
After fan outcry, FIFA introduced a small number of cheaper tickets, but they represented much less than 10% of total stadium capacity.
Infantino stated that FIFA sold 90% of tickets for the 2026 World Cup games, defending the dynamic pricing strategy as capturing revenue from scalpers.
