The 2026 World Cup kicks off on Thursday, but FIFA is grappling with an embarrassing situation as nearly 180,000 tickets remain unsold for the group stage. The tournament, hosted across the United States, Canada, and Mexico, faces mounting challenges including security concerns and widespread criticism over ticket pricing.
Unsold tickets and price drops
Thousands of tickets for the 2026 World Cup remain unsold just days before the opening match. FIFA is being forced to confront the reality that almost 180,000 tickets are still available through its resale portal for the group phase. On FIFA's official platform, approximately 15,000 tickets are up for grabs for group-stage fixtures. Ticket pricing has sparked major debate, with exceptionally steep prices leaving many supporters priced out. Seats for the final were reportedly listed at close to $33,000 (£24,600), but now prices are tumbling as demand drops off. Over the last month, the average ticket price on the official reseller platform has fallen by 20 per cent, and with a 26 per cent resale charge, most resales could actually result in a loss.
Security and controversy
The tournament unfolds against a backdrop of sociopolitical concerns. Security worries have followed several incidents, including a shooting near England's training camp. Additionally, top referee Omar Artan was denied entry to the United States this week ahead of the World Cup, allegedly over links to terror organisations. These events have added to the uncertainty surrounding the event.
Dynamic pricing backlash
The initial steep costs and the introduction of the widely criticised dynamic pricing model, which raises and lowers prices based on demand, have faced fierce criticism from both supporters and politicians. New York and New Jersey authorities have since launched investigations into the "impossibly high" ticket prices. The pricing has left thousands of seats at risk of remaining empty when matches get underway, which would prove embarrassing for FIFA. The organisation had previously praised the robust demand for World Cup tickets and revealed in January that its ticketing website had attracted over 500 million booking requests.
Financial targets
FIFA had anticipated raising more than $3 billion (£2.24 billion) from ticket and hospitality sales throughout the tournament—over three times the figure achieved at the 2022 World Cup in Qatar. Despite functioning primarily for financial gain and systematic profit generation, FIFA is legally registered as a non-profit organisation. FIFA has maintained its ticketing approach covered "a broad range of price points." Yet, following widespread criticism of steep prices and falling sales, a limited number of cheaper tickets have subsequently been released.
Still, there are more than 4,400 tickets available for the United States' opener against Paraguay through official channels. Despite sizable discounts, the average ticket price quoted on the site for the match still exceeds $800 (£597), while the cheapest remaining tickets available directly from FIFA cost $1,120 (£836). In the end, empty seats would prove embarrassing for FIFA, as the world watches the tournament unfold.
