FIFA are breaking all sorts of financial records at this summer’s World Cup, often at the expense of bedrock fans.
Gianni Infantino’s so-called ‘hydration breaks’, which take place irrespective of climate or conditions, are the most visible examples of world soccer’s governing body bleeding the World Cup dry commercially.
On the pitch, the tournament has been entertaining, though the next few days, as nations secure their places in the knockouts either by automatic qualification or as one of eight best 3rd-place teams, will shape how favourably history will view the new 48-team format.
But in terms of the fans who can actually be in the stadiums to witness the drama unfold, it is an increasingly elite club.
Ticket prices are wildly expensive, driven by dynamic pricing and an industrial-scale scalping operation, with FIFA itself taking commission on the secondary market through its own resale platform.
As we move towards the knockouts, the so-called ‘get-in’ price will only trend in one direction.
Lionel Messi’s Argentina and Cristiano Ronaldo’s Portugal, are driving the highest demand.
Argentina will play overachievers Cape Verde or their neighbours across the Rio de la Plata, Uruguay, in the round of 32. Portugal meanwhile will discover their path after their final group-stage match against Colombia on Saturday.
Data collected by HITC from Ticket Data shows that Portugal vs Colombia is the most expensive match of the tournament to attend so far, with fans who want to secure late tickets to see Ronaldo in the flesh needing to pay at least $3,392 to get into the Hard Rock Stadium in Miami.
Supporters wanting to see Messi in the round of 32 meanwhile will need to pay at least $2,949, the second-most expensive tickets available throughout the tournament so far.
FIFA were targeting $3bn from tickets and hospitality this summer. But with the median ticket price now at $913 and the total attendance record for a single World Cup already broken, it looks likely that they will exceed that target.
“FIFA have had huge money-making success,” says University of Liverpool soccer finance expert Professor Kieran Maguire, speaking exclusively to HITC.
“FIFA has repositioned itself. It’s no longer the guardian of the game but rather the most successful charity on the planet.
“They are now selling the tournament to people who want to say ‘I was there’, as opposed to real football fans. The cameras are focused on the 3,000 or 4,000 people at either end of the stadium who follow their countries wherever they go, but the rest of the stadium is largely people who are there for Instagram.
“There is a lot of disposable income in the US. People are used to paying through the nose for the NFL and NBA. The World Cup has been marketed like 104 Super Bowls.
“Clearly, New Zealand vs Iran isn’t going to have the same impact. There are, however, enough glamour ties for the smaller matches to be outweighed.”
