Stefan Borson spoke to The Times about why supply has overtaken demand for the 2026 World Cup
World Cup 2026 ticket prices are falling and it is not good news for Fifa.
Our Head of Sport, Stefan Borson, spoke to The Times last week about why supply has overtaken demand for one of sport’s biggest events.
England and Scotland tickets are down as much as 27% in a month. The final has dropped below £6,000. Yet for most travelling fans the tournament remains unaffordable, and the perception of the US as an unwelcoming and expensive destination is keeping many away.
“There is a limit to what the local market will fill for many of the games. The World Cup is extremely expensive and the US is perceived as unwelcoming to the global audience in particular.”
Fifa built a pricing strategy around late demand that has not materialised. With the tournament starting next month, the clock is ticking…
Full article in The Times, link below:
DATE 18/05/2026
