Introduction to Dynamic Pricing for World Cup Tickets
The FIFA has announced the implementation of dynamic pricing for tickets to the 2026 World Cup, which will take place in the United States, Canada, and Mexico. This pricing strategy will adjust ticket costs based on market demand, with group stage matches starting at $60.
Ticket Sale Phases and Requirements
The first phase of ticket sales for the 2026 World Cup will begin on September 10, at 13:00 GMT, and conclude on September 19. During this period, Visa cardholders who meet the requirements will have the opportunity to purchase tickets for group stage matches at a starting price of $60.
Falk Eller, FIFA’s Director of Ticket Sales and Hospitality, stated that there will be approximately one million available tickets during the initial phase of the Visa pre-sale. He also mentioned that prices will fluctuate according to market demand, a strategy known as dynamic or wave pricing.
Ticket Pricing Structure
Group stage ticket prices will range from $60, while later stages, including the final, could reach up to $6,730. This dynamic pricing model is common in airline and hotel booking systems during peak seasons.
However, this pricing strategy has faced criticism in certain instances. For example, fans of the British band Oasis expressed dissatisfaction when they discovered that ticket prices had increased due to a dynamic pricing plan.
Visa Cardholder Pre-sale and Reselling
Eligible Visa cardholders can participate in the pre-sale by accessing their FIFA accounts during the designated period. A random selection will assign time slots for ticket purchases, but FIFA emphasized that participation in the pre-sale does not guarantee ticket availability.
FIFA plans to introduce an official resale platform later in the year, enabling ticket holders to safely resell their tickets. Eller noted that there will be no price cap on the resale platform to compete with unofficial reselling points and ensure a regulated environment.
For Mexican residents, FIFA has partnered with the consumer protection agency, Profeco, to provide a compliant resale platform adhering to local regulations. This partnership allows tickets to be resold at their original nominal value.
Key Questions and Answers
- What is dynamic pricing? Dynamic pricing, also known as wave pricing, adjusts ticket costs based on market demand.
- When will the first phase of ticket sales begin? The first phase of ticket sales starts on September 10, at 13:00 GMT, and ends on September 19.
- Who can participate in the Visa pre-sale? Eligible participants are Visa cardholders who meet specific requirements.
- What is the starting price for group stage tickets? Group stage tickets will start at $60.
- What is the maximum price for later-stage tickets? Later-stage tickets, including the final, could reach up to $6,730.
- Will participating in the pre-sale guarantee ticket availability? No, participation in the pre-sale does not ensure ticket availability.
- When will FIFA’s official resale platform be introduced? FIFA plans to launch the official resale platform later in the year.
- How will Mexican residents be accommodated in the ticket resale process? FIFA has partnered with Profeco to provide a compliant resale platform for Mexican residents.
