The upcoming 2026 FIFA World Cup represents another significant evolution in how global sporting events are monetized, shifting away from traditional fixed-rate ticketing toward a more fluid, market-driven model.
The dynamic is another example of the lack of affordability when it comes to attending sporting events. The issue is both domestic and global — in the 2025-2026 season, the average cost to take a family of four to an NFL game, including tickets, parking, food, and basic souvenirs, is approximately $1,339 according to the Action Network.
With the United States hosting the FIFA World Cup for the first time since 1994 — along with Canada and Mexico — demand for what many consider the gold standard of sporting events is expected to be high.
Professor Mark DiDonato, an assistant teaching professor at Florida State University’s Department of Sport Management, recently weighed in on the market forces behind Super Bowl pricing in the Sports Business Journal. He is available to discuss some of the strategies being adopted by FIFA and what they mean for the future of the fan experience. DiDonato’s key discussion points include:
- Market-responsive pricing: FIFA’s use of dynamic pricing — where ticket costs fluctuate based on real-time demand — mirrors trends in the airline and hotel industries. DiDonato can explain how this maximizes revenue for high-demand matches like the World Cup Final at MetLife Stadium while managing inventory across 104 matches.
- The secondary market as a primary tool: FIFA’s official resale platform, which collects a 15% fee from both buyers and sellers, represents a strategic move to internalize the secondary market. DiDonato can analyze how this allows organizers to maintain control over ticket security while capturing value that previously went to third-party brokers.
- Segmented luxury: The expansion of premium tiers and hospitality packages — some reaching five-figure price points — reflects a shift toward catering to high-net-worth global clients alongside traditional supporters.
Media interested in interviewing Professor DiDonato on FIFA’s ticketing approach and the general landscape of sporting event unaffordability can email him at mdidonato@fsu.edu.
Mark DiDonato, assistant teaching professor, FSU Anne Spencer Daves College of Education, Health, and Human Sciences
The dynamic pricing system has been used for different sporting events, most notably the upcoming FIFA World Cup. Is it becoming the standard for ticket prices at big sporting events to be a fluctuating commodity instead of a fixed public good?
Dynamic ticket pricing (DTP) has become the standard for major sporting events, like the FIFA World Cup. Prices adjust in real time based on supply and demand, following a familiar model used by airlines and hotels for decades. Sporting events are particularly suited for this approach because inventory is fixed. There are only so many seats, and each ticket loses all value once the game begins. Algorithms identify the market-clearing price, or the highest price a consumer is willing to pay at a given moment.
That price is constantly shifting based on a range of factors, including team performance, opponent quality, star player availability, weather and broader economic conditions. A rivalry game or marquee player can drive prices up, while a late injury or losing streak can push them down. At the same time, ticket revenue is only one part of the overall business model. Even when tickets are sold at a lower price, teams can generate additional revenue through parking, concessions and merchandise.
With incredibly expensive hospitality packages (for example, packages are reaching nearly $70,000 for the World Cup Final), are sporting entities slowly squeezing out ardent supporters with clients?
The rise in high-end hospitality packages reflects a broader shift in how sports venues are designed and monetized. Across both collegiate athletics and professional leagues, facilities are reducing overall seating capacity while increasing the number of premium spaces, including suites and VIP areas. These offerings are built to serve corporate sponsors, donors and high-spending clients who expect exclusive access and elevated experiences. In many ways, the modern venue is no longer just hosting thousands of fans. It is also hosting premium customers whose spending drives a disproportionate share of revenue.
From an economic standpoint, reducing the total number of seats while demand remains unchanged will push prices higher, which can price out some traditional fans. Teams have responded by diversifying ticket options, such as standing-room-only access without a reserved seat. The result is a reconfiguration of how different segments experience the event today. Teams are balancing exclusivity and accessibility while prioritizing revenue growth and maintaining fan engagement.