Attending a FIFA World Cup match this summer in North America won’t be cheap. Tickets alone can cost hundreds to more than $1,000, and the total price can quickly climb once travel and lodging are factored in.
According to University of Colorado Boulder researcher Övünç Yılmaz, those high prices reflect how markets for major global events work—especially one as large as the World Cup.
“FIFA and many event organizers have traditionally underpriced tickets in the primary market in the name of global reach and fairness,” said Yılmaz, assistant professor of operations at the Leeds School of Business. “That creates excess demand and leaves value on the table, which often gets captured in the resale market.”
Unlike most sporting events, the World Cup operates at a massive scale and across multiple layers of ticket sales. Organizers first sell tickets through a primary market, but those tickets can later be resold, often at much higher prices.
This year, FIFA is also using dynamic pricing for the first time, meaning ticket prices can shift based on demand.
“FIFA already varies prices across games, and this World Cup marks the first time it has introduced dynamic pricing, allowing prices to adjust with demand in real time,” Yılmaz said.
Even with those changes, he noted that the resale market continues to play a major role, especially for the most popular games.
“The resale market is still where much of the real price discovery happens, especially for high-demand games involving teams like the U.S., England or Argentina,” he said.
For many fans, the cost of attending goes far beyond the ticket itself. The tournament spans multiple countries and cities, making travel more complicated and expensive than at past World Cups.
“Arranging flights and hotels with only four to five days between games, without knowing your next destination until the final whistle, is an enormous challenge,” Yılmaz said.
“That is seven cities across two countries in roughly five weeks,” he added, describing the potential travel path for fans following a team deep into the tournament.
As kickoff approaches, ticket prices may continue to shift, especially for later rounds where matchups are still unknown.
His advice for fans: think beyond the ticket price and plan carefully.
“Before anything else, factor in the full picture: Check flights and hotels before even thinking about tickets,” he said.
For group-stage games, waiting to buy tickets may pay off. “Prices have been coming down and may continue to do so, so patience can pay off,” he said.
While prices may be high, the experience itself may still be worth it, he added.
“Even if you do not get the exact matchup you hoped for, it is still the World Cup and will likely be a memorable experience,” Yılmaz said.
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