Gianni Infantino has defended FIFA’s controversial pricing strategy for the 2026 FIFA World Cup, insisting that ticket prices reflect market demand in the United States and the global scale of the tournament.
Speaking at the Milken Institute Global Conference in Beverly Hills, the FIFA president responded to growing criticism surrounding dynamic pricing and resale costs that have sent some tickets to extraordinary levels ahead of the tournament co-hosted by the United States, Canada and Mexico.
Infantino argued that FIFA is operating within one of the world’s most commercially developed entertainment markets and said ticket prices are being determined according to demand.
According to reports, tickets for the World Cup final at MetLife Stadium appeared on FIFA’s official resale platform for as much as $2.3 million last month, sparking outrage among supporters worldwide.
Addressing those figures, Infantino stated that resale prices do not represent FIFA’s original ticket costs and joked that if anyone purchased a $2 million ticket, he would personally deliver them a hotdog and a Coca-Cola during the match.
The pricing structure has faced heavy backlash from supporter organizations across Europe and North America. Football Supporters Europe described the prices as “extortionate” and labeled FIFA’s approach a “monumental betrayal” of football fans. The organization, alongside the European Commission, reportedly filed legal action earlier this year over what it called excessive ticket pricing policies.
Infantino defended the demand levels by revealing that FIFA had received more than 500 million ticket requests for the 2026 tournament — a dramatic increase compared to the combined totals for the 2018 and 2022 World Cups. He also claimed that roughly one-quarter of group-stage tickets were priced below $300.
The FIFA president compared World Cup pricing to the American sports market, arguing that fans in the United States regularly pay significant sums for major sporting events, including college football and professional sports.
Despite FIFA’s confidence, criticism surrounding the tournament continues to grow beyond ticket pricing. Concerns have also emerged around transportation costs and travel logistics for supporters attending matches across the United States.
Fans traveling from New York City to matches at MetLife Stadium are expected to face sharply increased transportation costs, while parking fees near venues have also drawn criticism. Hotel industry representatives in several host cities have additionally warned that bookings remain below expectations, with some reportedly describing the World Cup as a “non-event” so far from a tourism perspective.
Infantino emphasized that FIFA operates as a nonprofit organization and stated that revenue generated from the World Cup helps fund football development programs and FIFA operations over the following four years.
The 2026 FIFA World Cup is set to become the largest edition in tournament history, featuring 48 national teams and matches spread across North America.