The beautiful game has an ugly price tag, and British fans are finally crying foul. The global football governing body FIFA is under formal investigation over its World Cup ticket pricing strategy, a move that has sparked outrage among English supporters who have long felt priced out of the tournament. As the investigation unfolds, the central question is whether FIFA has breached consumer protection laws by engaging in what many perceive as profiteering during the 2022 World Cup in Qatar and the upcoming 2026 edition in North America.
For decades, the World Cup was a festival of football accessible to the common fan. Now, it feels like a luxury good for the ultra-wealthy. Ticket prices for the 2022 final soared to over $2,000, with category one seats fetching $1,600. For the 2026 World Cup, prices are expected to rise further, with some reports suggesting final tickets could cost as much as $3,000. This is not inflation; it is exploitation. The market for football tickets has become distorted, driven by demand from corporate hospitality and a global elite willing to pay exorbitant sums.
British fans have been particularly vocal. The Football Supporters’ Association has received thousands of complaints from England supporters who were unable to secure tickets at face value. Many were forced to turn to secondary markets, where prices were marked up by 500% or more. The investigation, led by the Competition and Markets Authority, will examine whether FIFA has created an artificial scarcity of tickets, colluded with resellers, or engaged in misleading pricing practices.
FIFA’s defence is predictably flimsy. They argue that ticket prices are set by market forces and that the World Cup is a premium product. But this is a specious argument. Market forces do not apply when the supplier has a monopoly on the most popular sporting event on the planet. The World Cup is not a luxury good; it is a cultural institution. FIFA’s balance sheet suggests otherwise. In 2022, FIFA reported revenues of $7.6 billion, largely driven by broadcasting rights and ticket sales. The organisation is sitting on reserves of over $5 billion. This is not a charity, nor should it be run as one. But gouging the very fans who create the atmosphere and passion that makes the tournament so valuable is short-sighted and morally bankrupt.
The economic parallels are striking. This is a classic case of rent-seeking. FIFA, as the monopolist supplier, extracts monopoly rents from consumers who have no alternative. The secondary market merely reflects the underlying scarcity. But FIFA has the power to increase supply. Stadiums could be expanded, more matches could be allocated to larger venues, or variable pricing could be introduced to ensure lower income fans get access. Instead, FIFA has chosen to maximise revenue, treating the World Cup as a cash cow rather than a celebration of global football.
British fans demand accountability, and they are right to do so. The investigation must scrutinise FIFA’s pricing model, its allocation of tickets to national associations, and its relationship with authorised resellers. If evidence of collusion or price fixing emerges, FIFA should face severe penalties. More importantly, the World Cup must be restructured to ensure affordability. A cap on ticket prices, a fairer distribution of tickets to local fans, and greater transparency in pricing are all essential reforms.
The broader macroeconomic context is also relevant. With inflation eroding household incomes, families are being squeezed. Spending £1,000 on a football ticket is out of reach for most. The opportunity cost is immense: that money could cover a month’s rent, a holiday, or a deposit on a car. The World Cup should not be a luxury for the rich; it should be a shared experience for all.
Fifa must wake up to the reality that without the fans, the stadiums would be silent, and the television ratings would plummet. The game is nothing without its supporters. British fans are leading the charge, and the investigation is a welcome first step. But transparency and accountability must extend beyond ticket prices to the very governance of the sport. The World Cup belongs to the world, not just the wealthy. It is time for Fifa to remember that.
