As the sole organiser of the event and the only authorised seller on the primary market, FIFA holds enormous power over 2026 World Cup tickets.
Euroconsumers, a European consumer rights organisation, argues it is abusing that power through high prices and a lack of transparency. The cheapest available final ticket starts at $4,185 (€3,611) or more than 7 times the price of the cheapest final ticket at the 2022 World Cup.
FIFA told Euronews it had not formally received the complaint and was therefore unable to comment.
A spokesperson added that the organisation is “focused on ensuring fair access to our game for existing and prospective fans,” and that as a not-for-profit, World Cup revenues are reinvested across its 211 member associations globally.
For many fans, however, the prices tell a different story.
“It was one of my dreams to go to the US for the World Cup,” said Jean-Philippe Ducart, a Belgian fan who has attended more than 200 games for his national team.
“Unfortunately, this year, I won’t be there. The prices are just too high.”
What ‘variable pricing’ means
FIFA uses what it calls “variable pricing,” which is similar to dynamic pricing, in its ticket sales. This means that the price customers pay can change during the ticket sale process depending on demand and availability.
An investigation by The Athletic revealed that the price of tickets for games in Mexico and Canada increased by around 25% between sales phases.
Similarly, the price of a Category 1 ticket, which includes the highest-priced seats located in the lower tier, rose by $250 (€232.85) from October to November.
Els Bruggeman, head of policy and enforcement at Euroconsumers, says dynamic pricing is deeply unfair to fans and that the price they pay bears no relation to the seat they get.
“The way it’s being organised now, you can sit next to someone at the World Cup that paid three times less than you did, or maybe 10 times less than you did, just because they entered the digital queue 3 seconds before you did,” she said.
“Putting two and two together”
Euroconsumers have been advocating a ban on dynamic pricing for live events because limited supply and high demand leave consumers with little power.
So, when FIFA announced it was using variable pricing, it raised concerns in Brussels.
“We have been monitoring very closely how this would evolve, but we also have been working together with Football Supporters Europe, who heard that we were very active on dynamic pricing,” Bruggeman explained.
“They [FSE] had the complaints, they had the experiences coming in. And putting two and two together, we were able to file this complaint.”
More than just sky-high prices
The complaint includes other factors aside from dynamic pricing and high prices.
Euroconsumers claim FIFA used bait advertising, which is illegal under EU consumer law.
Prior to the first phase of ticket sales opening, FIFA announced it would sell group-stage tickets starting at $60 (€51.77). In reality, few fans were able to secure tickets at those prices, according to the press release.
If customers wish to resell World Cup tickets or purchase resale tickets, FIFA encourages them to do so via the FIFA Resale/Exchange Marketplace rather than competitors such as StubHub or Vivid Seats, stating that its own marketplace is the “official and secure way”.
FIFA’s Resale/Exchange Marketplace then imposes a 15% fee on both the buyer and the seller. The Euroconsumers and FSE complaint notes this is highly profitable for FIFA but “to the detriment of consumer rights and interests”.
“No games anymore,” said Els Bruggeman, Head of Policy and Enforcement at Euroconsumers.
“Let’s put a stop to this dynamic pricing. Let’s be very clear on how many tickets you [FIFA] still have and for where. Announce in all transparency what will be the prices.”
Euroconsumers said it reached out to FIFA ahead of ticket sales to ask how the variable pricing would work for the 2026 World Cup, but it did not receive a response.
What can the European Commission do?
Euroconsumers and FSE are calling on the European Commission to order FIFA to stop using dynamic pricing for all tickets sold.
Bruggeman said she hopes this will be settled quickly, as another ticket draw opens on April 2 and the World Cup begins in June.
“If we don’t have measures by then, then the damage for consumers will be irreparable,” she said.
A Commission spokesperson said they have received the complaint and “will assess it under our standard procedures”.