The Indicator from Planet Money

Who is the World Cup for anymore?

November 11, 2025

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  • The 2026 Men's FIFA World Cup, hosted across the US, Canada, and Mexico, is poised to be the most expensive and elusive for average fans due to FIFA implementing dynamic pricing and a lottery-based sales system. 
  • Unlike previous World Cups where initial tickets were relatively affordable (e.g., $11 to $220 in Qatar), the 2026 tournament features initial ticket prices exceeding $500 for opening matches and potentially $6,000 for final seats. 
  • FIFA is leveraging FOMO and uncertainty (48 teams, undetermined schedules) through staggered ticket sales windows and lotteries, while offering expensive guaranteed access options like "right to buy" and "hospitality seats" to capitalize on high demand. 

Segments

World Cup 2026 Cost Concerns
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(00:00:15)
  • Key Takeaway: The 2026 World Cup is projected to be the most expensive and elusive for average fans.
  • Summary: The upcoming Men’s FIFA World Cup in the U.S. next year will be the largest ever but is expected to be the most expensive. Social media reactions confirm shock regarding the high prices during the official ticket pre-sale. The episode features NPR Senior Business Editor and World Cup superfan, Raphael Nam, to discuss these issues.
Fan’s Past World Cup Experience
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(00:01:06)
  • Key Takeaway: The 1994 US World Cup offered easy and affordable ticket access compared to the 2026 event.
  • Summary: Raphael Nam has attended six World Cups across five continents, including the 1994 tournament in the U.S. He recalls easily obtaining tickets via a newspaper ad for a 0-0 match between South Korea and Bolivia. The 2026 tournament is significantly larger, featuring 48 teams spread across the US, Canada, and Mexico.
Ticket Pricing and Sales Rollout
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(00:03:17)
  • Key Takeaway: FIFA is implementing dynamic pricing for the first time, leading to opaque and significantly higher ticket costs than in Qatar.
  • Summary: Historically, FIFA released a transparent price table, with Qatar 2022 initial tickets ranging from $11 to $220 for group games. For 2026, FIFA is using dynamic pricing, similar to airlines, and withheld details until a lottery-based pre-sale revealed prices ranging from $60 to over $500 for opening rounds. Many final seats are priced at a minimum of $6,000.
Sales Strategy and FOMO
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(00:06:27)
  • Key Takeaway: FIFA’s staggered lottery system is perfectly geared to exploit Fear Of Missing Out (FOMO) and drive immediate purchases despite high prices.
  • Summary: The sales process releases tickets in batches via lotteries, creating urgency among selected winners who fear missing out on future, potentially higher, prices. Fans are buying tickets for games without knowing the final schedule or opponents due to the expanded 48-team format. This uncertainty, combined with the sales structure, pressures fans into immediate, expensive commitments.
Guaranteed Ticket Options
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(00:08:04)
  • Key Takeaway: Guaranteed entry requires purchasing expensive ‘right to buy’ packages or ‘hospitality seats’ which include premium amenities.
  • Summary: FIFA offers a ‘right to buy’ option for hundreds or thousands of dollars, bypassing the lottery for a guaranteed chance at a ticket for a chosen venue, though the exact price is determined later. Hospitality seats guarantee a spot and allow team selection, starting at a minimum of $1,400 for opening rounds. One bundle of eight games including the final at MetLife Stadium cost a minimum of $26,000.
Superfan’s Purchase Confession
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(00:09:08)
  • Key Takeaway: Despite reservations about the cost, the FOMO surrounding seeing South Korea play compelled the expert guest to purchase expensive hospitality seats.
  • Summary: Raphael Nam admitted to purchasing hospitality seats to ensure he could attend his seventh World Cup and watch South Korea. He acknowledged that FIFA holds all the leverage because they know US fans will pay high prices. These seats reportedly include free finger foods and drinks.