The complaints about the price of World Cup tickets aren’t adding up

Of course, some people are specifically complaining about the role dynamic pricing plays in making tickets for the World Cup more expensive. And while ticket prices that fluctuate real-time based on demand, market conditions and a myriad of other variables are a problem, Americans have generally been less vocal about the fixed ticket prices at big sporting events.

One of the big buzzwords in politics today is affordability. But we grant an exemption to sports. On the morning of the Jan. 19, 2026, college football’s National Championship game, the lowest tickets were selling for $3,910 and the average price for a ticket was $5,740, the most expensive ever. The day before this year’s Super Bowl, tickets on Ticketmaster started at $10,000.

All we hear about is an economy where people can’t afford the simple and most essential things. But who is filling up every single arena and stadium in California for all these pro sports teams? In the NHL, no California team plays to less than 91% capacity. In the NBA, it’s the same story. In Major League Baseball, the Padres and Dodgers are sold out virtually every night for 81 home games. And the woeful Angels average 32,000 fans for home games.

Look at the size of the audiences for Taylor Swift and other big music acts around the country. These aren’t just trust fund babies paying the freight for these games and entertainment venues on a night-in, night-out basis. These are everyday folks that no matter what the price is, decide that they’re going to see something that touches a chord within them.

The point of all of this is to say that people, even in an economy where there is an affordability crisis, are still willing to spend big bucks for the biggest events. Whether it’s star-studded concerts, everyday sporting events, or the highest profile games and tournaments, people will grumble and then plunk down the money required for access. While Major League Soccer has its fan base, this complaint about the World Cup tickets being too high may simply be a consequence of North American sports fans not seeing the value proposition of the World Cup.

As sickening as some of these ticket prices appear to be, the only thing that will ever bring about a change in those prices, is everyday folks not picking up the tab. Until now, they appear willing to do so. Will the World Cup be a turning point in that regard? We’re about to find out.