Fifa leadership ‘overruled US-based staff’ opposing World Cup dynamic pricing

A number of Fifa’s US-based staff advised against the use of dynamic pricing at the World Cup but were overruled by the world governing body’s leadership

A number of Fifa’s US-based staff advised against the use of dynamic pricing at the World Cup but were overruled by the world governing body’s leadership, according to multiple sources involved in delivering the tournament.

The Guardian has been told that some staff in Fifa’s US office, which is based in Miami, initially favoured a different ticketing strategy to the one that has been used this summer, with the emphasis on more affordable pricing in general admission areas.

However Fifa is understood to have ruled that the 2026 World Cup finals tournament was a once-in-a-generation opportunity to maximise revenues due to the strength of demand and the wealth of the American market in particular.

It is unclear whether the ultimate decision on ticket pricing was taken by the Fifa president’s office, but it was approved by the organisation’s executive committee.

In a statement to the Guardian, Fifa insisted that all elements of the organisation are aligned on pricing strategy.

The official bid book submitted to Fifa by the Canadian Soccer Association, the Mexican Football Association and the United States Soccer Federation in 2018 mentioned dynamic pricing but the would-be hosts said at the time that they were not pursuing it.

The bid book also indicated that Fifa had previously instructed them not to charge huge prices for higher-end tickets. “North America is a sophisticated market for ticketing and new models are currently being developed across the sports and entertainment space,” the bid book stated. “We have not factored in dynamic ticket pricing, which could have a positive impact on revenue, nor, per instruction, have we applied any premium on hospitality or other high-quality seats.”

Fifa has projected revenues of around $11bn (£8.3bn) from the World Cup, around $3bn of which will come from ticket sales.

Despite high prices that range from $60 to $2,735 at the group stage, increasing to $2,020 to $7,875 for the final, the vast majority of matches have sold out with Fifa giving an occupancy rate of 99.54% for the first 36 games of the tournament.

A number of those tickets will have been sold for even higher prices on the secondary market, which is legal in the US, with a place at the final being listed at prices up to $28,500.

Fifa has increased prices significantly from the previous World Cup finals tournament in Qatar four years ago, when they ranged from $69 to $1,607.

A Fifa spokesperson said: “Fifa’s ticketing policy followed extensive consultation and agreement with all areas of the organisation,” it said. “No alternative plans were ever presented, so there is no substance to these claims. We are enjoying record attendances, with more than 99% capacity across all games, and we thank supporters for contributing towards the growth of football around the world.”

In his press conference on the eve of the tournament the Fifa president, Gianni Infantino, claimed that lower prices would have led to more tickets being sold on the secondary market, and lower revenues for Fifa, who reinvests its income into funding the global game, minus operational costs.

Infantino said: “If you sell it at a lower price point in this particular market it would have gone to secondary markets at much, much, much higher prices and where would the money go then? Well, to those who organise secondary markets or black market activities and not to football.”

Infantino also said that the average World Cup ticket price was below $500 for the tournament, which he claimed was comparable to other US sports during their playoffs.

Infantino’s claim is true when prices for US events on secondary markets are included, but does not appear to be entirely accurate when it comes to initial prices, which was the direct comparison.

Major League Baseball’s average World Series ticket price has been $350 to $400 in recent years, while NFL playoff prices last season averaged $230 for the wildcard round, $320 for divisional games, $450 for conference championships and $3,300 for the Super Bowl.