Dynamic pricing means the ticket price moves up and down based on real-time demand — like Uber surge pricing on a stadium seat. Fans who joined the queue minutes apart can pay hundreds of pounds different for the same seat. FIFA confirmed dynamic pricing on its public ticket exchange after primary-market sales opened.
FIFA president Gianni Infantino defended the prices in May 2026 by suggesting fans "pay more for a hot dog" than for the cheapest seats. The line went viral and is now shorthand for the perception that FIFA is out of touch with the cost-of-living squeeze in its biggest fan markets.
Resale market is softening. TicketNews has reported declining resale prices on tickets that originally sold at peak — meaning fans paid for tickets that the market now values lower than they bought them at. Hard to call that a healthy sign for a primary market.
US fan groups are pulling back. NPR reported in late April that several US supporter clubs — including USMNT travelling fans who would normally fill the stands — are scaling down or skipping entirely. The complaint is not just price but unpredictability: even premium-club season-ticket holders aren't sure what they're paying until they pay it.
US lawmakers are paying attention. Several members of Congress have asked FIFA to clarify its dynamic pricing model and respond to fans who say ticket access has become opaque. Expect more pressure between now and kick-off on 11 June.