In the flurry of ticket-buying that engulfed Los Angeles when Olympics sales started earlier this month, questions about the coming re-sale market loomed large.
As locals balked at ticket prices that averaged in the hundreds and went as high as $5,500, some wondered if re-sale would push costs for prospective fans even higher. Others wanted to know if they'd be able to easily recoup their money for the tickets they had splurged on. And then there was that 24% service fee — would that be charged on the resale market, too?
Officials with Olympics organizing committee LA28 have been tight-lipped about how the official resale market will work, saying only that it will launch in 2027 and have an "official marketplace" by AXS and Eventim and other platforms, including Ticketmaster and Sports Illustrated Tickets.
But re-sale policies for past Olympic Games and the coming World Cup's eye-popping price tags could provide hints as to what's coming for the L.A. Olympics ticket market.
If these touchstones are any indication, fans could see even higher prices when the L.A. Olympics re-sale market opens next year. And fees — both ubiquitous and loathed across live music and sports events — will likely keep popping up every time a ticket sells or re-sells.
How have Olympics tickets been re-sold in the past?
The International Olympic Committee told LAist that host committees and host country's laws dictate rules around ticket re-sale — and in the U.S., major hikes in ticket prices on secondary markets are the norm.
The two most recent Olympic Games did not allow tickets to be re-sold for a profit on official platforms, in compliance with Italian and French local laws, according to the I.O.C. Instead, Olympics organizers in Milano Cortina in 2026 and Paris in 2024 provided a re-sale market where fans could put up their tickets at face value.
In Paris and Milan, ticket re-sellers came out in the red after being charged a 5% service fee to re-sell the ticket. LAist reviewed one person's receipt from the Paris Games who re-sold two 100 euro tickets to an archery event for €200, and got back €190. A number of fans struggled to re-sell their tickets, according to news reports.
"A lack of demand in the secondary market has left many holding tickets they cannot sell, while organisers have continued to release more tickets," the Financial Times reported just before the 2024 Olympics began.
Tickets that were re-sold included a fee for 10% of the ticket value for the new purchaser.
Olympics tickets have been re-sold for higher prices when the host country allows it, though.
At the 2010 Winter Games in Vancouver, Canadians could re-sell their tickets at any price, according to the New York Times. An article from the time declared, "Olympic Ticket Business Gets a Taste of Internet Capitalism." The Vancouver organizing committee also charged a fee on each transaction.
The L.A. Games seem poised to look more like Vancouver than Paris, since the L.A. lacks the ticket regulations of recent European hosts. In all recent cases, organizers charged fees on resold tickets, indicating the 24% service fee on 2028 tickets could be on secondary markets, too.
At a Los Angeles City Council meeting last week, LA28 CEO Reynold Hoover said he didn't know how much of that fee would be going back to LA28. Hoover has repeatedly pointed out to critics that LA28 needs to deliver the Olympic Games under budget, otherwise taxpayers in L.A. and California will end up paying for cost overruns.
Will LA28 go the way of the World Cup?
Ticket sales for this summer's World Cup provide another window into where Olympics ticket prices could go.
FIFA decided not to cap re-sale prices in the U.S. and Canada for 2026 — a change in policy compared to past World Cup tournaments, according to The Athletic. (In Mexico, ticket re-sales are limited at their face value). That led tickets to be listed for way higher than their original price on the resale market, with FIFA making 30% in fees on each ticket that was re-sold.
The price tag for tickets to this summer's tournament has stoked indignation in fans and local officials alike. New York City Mayor Zohran Mamdani even launched an effort during his campaign asking FIFA to cap resale prices.
FIFA has also caught flak for increasing ticket prices using dynamic pricing, adjusting ticket prices based on demand. A Congressional coalition led by L.A. Democrat Rep. Sydney Kamlager-Dove wrote FIFA President Gianni Infantino a letter in March asking him to change course on ticket prices.
"The extreme high demand for World Cup tickets should not be a green light for price gouging at the expense of the people who make the World Cup the most-watched sporting event in the world," the coalition asserted.
Infantino has defended the prices, calling the U.S. market "very special."
Ticket prices under scrutiny
The spotlight on Olympics tickets comes as ticket sales and the companies that control them in the U.S. face growing scrutiny.
Just this month, a jury found that Live Nation and Ticketmaster, which merged in 2010, overcharged customers and acted as a monopoly. California was one of dozens of states that sued the company.
" What we've seen is the public reaching their own breaking point," said Morgan Harper, with the American Economic Liberties Project, a progressive group that has pushed to break up Ticketmaster and Live Nation. "The prices were getting so high that people were like, 'Wait a second. Is it now also gonna be unaffordable to even go to a concert?'"
In California, lawmakers are considering legislation to limit ticket prices, including one bill to cap re-sale at just 10% above face value. Assemblymember Matt Haney (D-SF) introduced the bill, which is aimed at preventing price gouging. In an interesting twist, Live Nation has backed the bill, and critics say it will ratchet up prices by limiting competition.
Even if that bill passes, it won't apply to L.A. in 2028. The legislation specifically excludes sports and the Olympic Games.
