FIFA’s Ticket Pricing Conundrum: A Self-Harming Move

FIFA’s decision to set absurdly high ticket prices for the World Cup has sparked widespread criticism, with many arguing that it is a move that will ultimately harm the organization itself. The prices, which ranged from $180 to $700 for the group stage, were set for tickets sold via the federations of qualified teams, also known as Participant Member Associations (PMAs).

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The backlash from fan groups was swift, with many expressing their outrage on social media. In response, FIFA announced a new “entry tier” of tickets priced at $60. While this move may seem like a victory for fans, it is hardly a concession. The new tier will only account for 10% of PMA tickets, or 1.6% of the total tickets sold.

The Impact on the World Cup

The fans who purchase tickets via the PMAs are an integral part of the World Cup experience. They are the ones who bring the noise and color to the stadiums, and their passion and loyalty are essential to the event’s success. By pricing them out, FIFA is essentially damaging the main product it is selling: the global broadcast rights.

A Lesson from Football Clubs

Most football clubs have realized the importance of keeping ticket prices affordable, especially for the “cheap seats” behind the goal. These seats are highly visible on TV, contribute to the atmosphere in the ground, and add value to the brand and the game-day experience. FIFA would do well to take a page from their book.

The Silver Lining

While FIFA’s move may seem like a step in the right direction, it is ultimately a small concession. The fans who are passionate and loyal to their national teams will continue to push for change, and they may find that they have more leverage than they think. The national federations that rely on these fans for support, ticket sales, and organized travel may be the key to forcing FIFA to reconsider its pricing strategy.

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