The Brief

The first opportunity to score regular tickets for the 2026 World Cup is on Wednesday. But be warned: Tickets may not be easy to get — and they likely won't be cheap.

Demand for the popular men's tournament is expected to soar even higher once the tournament kicks off across the United States, Mexico and Canada in June.

FIFA, the organization behind the World Cup, is also upending the way it sells tickets for its flagship tournament, which could compound the challenges of scoring them.

Most prominently, FIFA is set to unveil a controversial pricing system: They say it's not the same as dynamic pricing — but prices will adjust based on demand.

Here's what to know about ticket sales for the World Cup.

There will be multiple sales dates for tickets

The first window to get tickets will open on Sept. 10 and end on Sept. 19 — but only for eligible VISA cardholders. And they must first register their interest with FIFA. And people won't be able to actually buy tickets then.

According to information provided by FIFA, those who apply will be drawn into a lottery. If successful, they will be provided with a specific date and time slot to buy tickets starting on Oct. 1.

Those who are selected have the chance to buy tickets for any of the 104 games that will held in all three countries next year — including the final. Buyers just won't know who's actually playing in them, since the draw won't be held until Dec. 5.

Venue-specific ticket packages, meaning tickets to a handful of games in a specific host city like Boston or Mexico City, will also be available. In addition, spectators can buy tickets that are specific to a national team, but only for the three group games that each team will play.

Other opportunities to buy tickets will follow, including in late October, after the group draw, and next year.

FIFA will also operate a resale platform for ticket holders who no longer want to attend a match, as it has in previous tournaments.

Tickets will start at $60 per game — with a big catch

FIFA has touted that some group-stage tickets will start at $60, saying that will offer "an accessible entry point to the tournament." Still, the association notes that the "most exclusive" tickets could reach up to $6,730 for the final.

But what they are not touting so loudly is that the organization will also implement pricing that will fluctuate based on demand, a first for the World Cup.

It's not dynamic pricing per se; they're calling it "variable pricing." But the differences between the two can be hazy.

Aerial view of Estadio Azteca in Mexico City, Mexico, which will host the opening game of the 2026 World Cup on June 11.

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Hector Vivas

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Heimo Schirgi, the FIFA World Cup 26 Chief Operating Officer, says variable pricing means that "how the prices are adjusted are not as steep and are more balanced across the different phases."

A FIFA official further told NPR that pricing won't be set by "automated algorithms," but will be guided by a team of people who will be regularly "monitoring and making adjustments in real time" to ticket prices based on supply and demand — which suggests that FIFA officials can ultimately determine how high they are willing to let prices go. (The official declined to be identified because he was not authorized to speak to the media in an official capacity.)

FIFA has justified its decision by saying it's simply adapting to the U.S. and Canadian markets, where professional teams regularly use the controversial sales practice of adjusting tickets based on demand, just as airlines or hotels do.

FIFA's "variable pricing" will apply from the actual start of the sales window in October, which means that the $60 "accessible entry point" could quickly rise, depending on how aggressive the organization will be with pricing.

Prices adjusted to demand could also be implemented on FIFA's planned resale platform in the U.S. and Canada, though FIFA has not given exact details.

However, in Mexico, the resale platform will operate as an exchange platform, meaning buyers can receive up to the amount they spent buying a ticket from FIFA — and no more. That's the way FIFA had operated its resale platforms in the past.

Demand for the 2026 World Cup is likely to be huge

Of course, adjusting pricing based on demand doesn't necessarily mean prices will rise higher. At the FIFA Club World Cup — a tournament held in the U.S. this year — pricing actually dropped for a number of games because demand was lower than anticipated.

But the World Cup is far bigger and more established than the Club World Cup. FIFA has previously said it is expecting over 5 million people to attend next year's edition.

That would shatter the previous record from 1994, the last time the U.S. hosted, attracting over 3.5 million spectators.

Brazilian players celebrate their victory over Italy in a penalty shootout at the 1994 World Cup final in Pasadena, Calif., on July 17, 1994, as then Vice President Al Gore looks on.

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Mike Hewitt

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That's in part a function of the vastly expanded tournament, which will now consist of 48 teams, more than the 32 that participated in the previous World Cup in Qatar. The 2026 World Cup will also be held in three countries and staged in venues such as MetLife Stadium, which has a capacity of over 80,000.

Nonetheless, demand will likely be higher than supply, and getting tickets may prove difficult.

During the 2022 World Cup in Qatar, FIFA said it received over 23 million requests for about 3.4 million available tickets, meaning buyers who wanted to score tickets had a success rate of only about 15%.

There are other ways to get tickets — including hospitality and a "right to buy" system

For those who do not want the uncertainty of trying to buy regular seats during a sales window, there is another way to attend — but it will cost you.

They're called "hospitality tickets," and these premium tickets are well known to American fans. They give the ticketholder access to a reserved seating area, such as a box, along with a variety of beverages and food.

But they are pricey. Hospitality tickets have already been on sale since earlier this year, including for individual games and packages that at one point reached $73,200.

Prices have also fluctuated through the year based on demand. Right now, the cheapest hospitality ticket for a single game is listed at $1,350.

FIFA has also introduced a new ticket sales method called "right to buys," or RTBs. These offer buyers a guaranteed opportunity to buy tickets for specific games, including the final. To get one, fans have to buy digital cards which FIFA releases, or "drops," periodically. They're kind of like electronic baseball cards; they typically contain a scene or video from a previous World Cup game.

Prices range from the hundreds of dollars for guaranteed opportunities to buy playoff games down to cheaper "surprise packs" that may or may not contain an RTB. That doesn't even factor in the actual price of the ticket, which buyers will need to pay when FIFA makes them available.

FIFA even runs a marketplace where RTB owners can buy and sell these opportunities.

Lionel Messi lifts the FIFA World Cup trophy after defeating France in a penalty shootout in Lusail City, Qatar, on Dec. 18, 2022.

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It may be the most profitable World Cup tournament ever

The combination of variable pricing and more games will likely lead to the most profitable World Cup tournament ever.

Bloomberg Intelligence estimates FIFA could rake in a record $4.4 billion, not only from general sales tickets but also by leaning heavily on hospitality seats. Such a haul would also mark a 378% surge from the last men's tournament in Qatar, according to equity research analyst Kevin Near, reflecting in part the expanded tournament with 104 matches and 48 national teams.

"These stadiums are massive, they have huge occupancy," Near says. "And because there has been such a focus now for a little while on building out premium and luxury spaces, that's where you're going to see a lot of those dollars come from."

FIFA, however, is particularly sensitive to criticism that it's just seeking profits, saying the vast majority of the money it raises from its tournaments is intended to be distributed across its 211 member associations to help support the growth of soccer worldwide.

"As part of that mission, which we take very seriously, we're looking at optimizing the revenue, but also optimizing attendance in the stadia, so it's always a balance between different factors," Schirgi from FIFA World Cup 26 said in an emailed statement.

Of course, achieving that balance doesn't necessarily mean ticket prices will be low. So when that first ticket sales window opens on Wednesday, one thing's for sure: Buying a World Cup ticket may turn into quite a game.
Copyright 2025 NPR

Fancy a Madame Vice President Iced Coffee? It's what's on the menu at Caféina, a coffee shop that's part of the Women’s March Foundation’s new West L.A. hub on Overland and Pico.

Emiliana Guereca, founder of the Women’s March Foundation, which advocates for social justice, told LAist it was designed to be a space to gather.

“We require energy in advocacy and Caféina, which is Spanish for caffeine, is just a natural part,” she said. “When we gather, we gather around coffee, we gather around tea. So now for us, this space also has a coffee shop.”

In the spirit of its mission, Caféina is serving up tea and coffee drinks inspired by the names and personal habits of key women in recent history.

The Gloria Steinem Latte

Caféina is currently open 7 a.m. - 2 p.m., Tue-Sun.

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Courtesy Women's March Foundation

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Guereca said the spiced chai latte, named for American journalist and activist Gloria Steinem, is inspired by Steinem's own drink of choice.

“She's a tea drinker,” she said. “Tea with light milk, like a chai tea latte with cinnamon.”

Madame Vice President Iced Coffee

The Madam Vice President Iced Coffee

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Courtesy Women's March Foundation

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The creamy iced coffee is informed by Kamala Harris, the first American woman vice president. “We know that she was always with her iced coffee with foam,” said Guereca.

Marching Matcha

The Marching Matcha

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Courtesy Women's March Foundation

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Not every drink is named after a person. Some are dedicated to feminist concepts, like the Ally Brew.

Guereca said right now, the Marching Matcha Latte is her favorite. “It's vibrant and so yummy but also it's not too sweet,” she said. “I'm ready to march with it.”

The Dolores Huerta café de olla

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Courtesy Women's March Foundation

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Other drinks include a café de olla named for California labor leader Dolores Huerta, an espresso named for American tennis great Billy Jean King (who has won a literal battle of the sexes,) and the Equal Pay Cortado, which speaks for itself.

Caféina is open from 7 a.m. to 2 p.m., Tuesday through Sunday, inside the Women’s March Westside Hub at 2456 Overland Ave., Los Angeles.

Last October, I had a decision to make. Did I want to spend around $775 on World Cup tickets? For the first time since 1994, the men's World Cup is being held in the U.S., as well as in Mexico and Canada. I had just hours to decide.

At this point, I also began to question the economic logic of FIFA's approach to World Cup tickets. Was FIFA, as soccer's governing body and the guardian of the beautiful game, bungling the ticket sales?

For millions of soccer fans, buying World Cup tickets has been an ordeal. My friends and I had signed up for updates from soccer's governing body, FIFA, and their emails about how to buy tickets felt a bit like receiving the fine print of an insurance policy in monthly digests.

First there was a presale—but it was sponsored by Visa and only for people with Visa cards, and it was a lottery. Winning the lottery didn't get you a ticket, though. You won the chance to buy a ticket. If you missed the presale, more lotteries followed. Winning one earned you the right to buy tickets. Another involved submitting an application for certain types of matches and then having your credit card charged automatically (how much exactly?) if you won and if your application was accepted. (Accepted?)

You could just browse and buy tickets on the FIFA website, but only expensive "hospitality packages" that included VIP perks. Or you could buy "special digital assets" (NFTs? really?) that resembled trading cards and could potentially earn you the right to buy tickets to certain matches.

I had won one of the first lotteries. Huzzah! I could buy tickets. But tickets weren't cheap. A package of three matches for $775 was among the cheapest I saw, and not for Team USA or elite matchups like Brazil vs Morocco. If buying a ticket to a single group-stage game was an option, I didn't see it. Plus I had to coordinate with friends and look up the cost of flights and hotels in cities hosting matches—all before an imminent deadline. I decided not to buy myself a ticket.

The best moments of World Cup soccer bring joy to millions. But for most fans not wealthy enough to buy VIP ticket packages, catching a glimpse in-person required navigating a complicated and convoluted system just for the chance to pay high prices.

Still, I have some sympathy for the challenge FIFA faced. And if I squint, their system almost resembles a smart and fair approach to ticket sales.

That's because I've spent the past two years writing a book about how economic thinking can improve our lives. (It's called Planet Money: A Guide To The Economic Forces That Shape Your Life. You can order it now!) During that time, I talked to economists about when high prices mean that something has gone wrong (perhaps due to a monopoly) vs when high prices are a smart method for allocating scarce resources. And about cases when prices alone fail to achieve fair or efficient outcomes.

Based on these conversations, I suspect that me staying home is a good outcome for society. I could have afforded the World Cup tickets, but I'm a bandwagon fan. So the high price nudged me toward instead spending my time and money on something I'd enjoy more. That's good!

But selling tickets to unique, uber-popular events like the World Cup is a profound economic challenge—it's one of those exceptions to the otherwise incredible ability of prices to coordinate economic activity.

World Cup tickets are incredibly popular and in short supply, so they should be expensive. But World Cup tickets shouldn't just be for rich people, so they should be affordable. How do you square that circle?

We at Planet Money have a modest proposal: FIFA should learn from other organizations that have faced this dilemma and triumphed. Among others, the team behind Hamilton the musical, the National Park system, and the NYC Marathon have developed clever ways to fairly distribute tickets, hiking permits, and marathon bibs despite overwhelming demand.

The case for high prices

What would have happened if FIFA sold every World Cup ticket for just $20?

In some ways, this would be more "fair" and pro-fan. But low prices can backfire. Instead of tickets going to true fans, they'd get scooped up by resellers—or by bots and whoever happens to have enough schedule flexibility to buy tickets the second that sales start.

Plus, if tickets were only $20, some people with only mild interest in soccer would buy tickets. You could end up with empty seats at a Brazil–Argentina match because they saw rain in the forecast and skipped the game.

Alternatively, FIFA could sell every ticket for $20, but only to superfans. But how do you identify the superfans? Or the working-class octogenarian whose last wish is to see a World Cup game?

Do you make everyone write a personal essay? Ask people to rate their obsession with soccer from 1 to 10—and hope they don't lie?

Figuring out who most values World Cup tickets, or any scarce resource, is a hard problem, and high prices are often an elegant solution. Want World Cup tickets? Then prove how much you value them by paying the high ticket price.

This system works perfectly if everyone has the same amount of money. And it works well for goods that can be mass produced, like smartphones, or that only some people need or want, like Pokemon cards or Aspirin. But we live in a world where mildly interested millionaires can pay more for World Cup tickets than working-class families that live for soccer. That's probably why FIFA announced in December that it would sell some additional tickets for just $60—a move likely prompted by complaints from soccer fans.

So what should FIFA do instead?

A masterclass in fairness 

FIFA could learn from another huge sporting event that we at Planet Money consider a master class in fairness: the New York City Marathon.

Watching the Marathon is free, but more people want to run than the course can accommodate. So New York Road Runners, the nonprofit that organizes the Marathon, has to sell or allocate spots.

In fact, NYRR faces a similar mismatch of supply and demand. In December, FIFA announced that demand for World Cup tickets—in terms of the number of people entering its drawings—outstripped supply 30 to 1. In 2025, meanwhile, NYRR reported that around 200,000 hopeful runners entered a drawing for ~6,000 spots. That's also a ratio of around 30 to 1!

NYRR could simply charge high prices and maximize their profits. But it's a nonprofit that relies on the goodwill of New Yorkers—the race shuts down dozens of busy streets across all five boroughs of New York.

The same is true of FIFA. It is, officially, a nonprofit—a FIFA spokesperson stressed to us that "the revenue FIFA generates from the World Cup is reinvested to fuel the growth of the game (men, women, youth)." And FIFA relies on the goodwill of the host country or countries, which shoulder the cost of building soccer stadiums and endure extra noise and traffic.

So what's a fair way to decide who should get to run the NYC Marathon? (Or attend the World Cup?) Fairness is subjective and debatable. But the genius of the NYC Marathon is that NYRR's system uses four main methods to allocate spots, each of which optimizes for a different form of fairness:

1. Luck. As the marathon's popularity grew, the first tool NYRR reached for was a lottery, or random drawing. Aspiring marathoners mailed in a postcard with their name on it, and staff picked lucky winners who got to run 26.2 miles. Eventually an online form replaced the postcards. It's brute-force fairness: straightforward and perfectly egalitarian.
   
2. Merit. If NYRR distributed every spot by luck of the draw, the Marathon would not be an elite athletic event. That's why NYRR directly invites elite runners and Olympic-level marathoners to participate, and nonprofessionals can earn a spot by running another marathon or half-marathon extremely fast. (Qualifying times vary by age and gender.)
   
3. Prices. NYRR effectively allocates some spots through high prices. If you spend $5,000 or $10,000 a year for a charitable NYRR membership, rather than the standard $60, you're guaranteed a Marathon bib. Or international runners can buy marathon packages that include a bib, hotel stay, and flights. (NYRR gives spots to tour operators to attract more international runners, support the city's economy, and expand the Marathon's TV audience.)
   
4. Effort. Another approach to fair allocation is to give marathon spots to people who value them highly, but measured in ways other than money. NYRR has developed a clever metric: People prove their enthusiasm by running nine of NYRR's qualifying local races and volunteering at another. They effectively pay in time and effort for a Marathon spot. This 9+1 program helps local New Yorkers qualify and filters out wealthy people who have minimal free time—or can spend their free time on expensive diversions—all while helping new runners train and stay motivated. Or runners can earn a spot by fundraising for pre-approved charities.

The NYC Marathon offers a smattering of other ways to earn a spot. But most race bibs are allocated through these methods. Each method has ways they feel fair and unfair. Each method has flaws and leaves people out. Taken together, though, they give just about everyone a shot at running the Marathon.

With this framework in mind, you can spot organizations around the world allocating extremely popular tickets and permits using a portfolio of fair methods. Yosemite National Park, which only allows 300 hikers per day up to the summit of Half Dome, distributes permits via one main lottery and smaller, daily lotteries (that favor locals). Many popular musicians offer discounted tickets to their followers during presales. The team behind Hamilton generated plenty of revenue by selling expensive tickets, but also ran lotteries for $10 tickets and partnered with local public schools so students could see $10 matinees.

Scoring FIFA

Tickets to the World Cup are frustratingly expensive, and the system for buying FIFA's mostly expensive tickets is complicated and exasperating. But there's some method there. With the NYC Marathon's example in mind, we can see FIFA using allocation methods that map to the four kinds of fairness:

1. Luck. FIFA's random drawings allow them to sell tickets for less than the market-clearing price, but give everyone (or everyone with a Visa card, in the case of the presale) an equal shot at buying tickets that cost less than ticket reseller prices.
   
2. Merit. FIFA gives 16% of each match's tickets to the competing country's Member Associations. That way, the Canadian Soccer Association or Egyptian Football Association can come up with an application process or criteria to reward loyal fans with tickets. According to FIFA, 50% of the tickets sold by Member Associations are in the "most affordable range," although only 10% are those budget, $60 tickets.
   
3. Prices. FIFA's "hospitality packages" that cost thousands of dollars and include VIP perks allow people to claim a ticket via high prices. And the far-from-inexpensive prices for lottery winners mean prices still play an allocation role in the random drawings.
   
4. Effort. If I interpret FIFA's digital collectibles program generously, I can see an attempt to allow fans to get access to tickets through the effort of figuring out the rules and collecting the right cards. A less generous interpretation is that it was a cash grab. Last year, The Athletic reported that FIFA made more than $10 million from the collectibles before ticket sales had even started, and collectors at best won the right to buy tickets at prices that had not yet been announced.

That said, FIFA could make its World Cup ticket sales much simpler. Complexity itself is a way to restrict access, and if not done with intention, it usually rewards those with more resources and time to navigate it. So why not have just one lottery? Or at least not have an extra lottery just for people with Visa cards?

And FIFA could make its ticket sales more fair in multiple senses.

FIFA's random drawings introduce some fairness via luck, but since most winners still have to pay hundreds of dollars, it's far from the shining example of Hamilton's $10 lottery tickets. When we asked FIFA about $10 lottery tickets and fan criticism of FIFA's high prices, they pointed to their $60 tickets, and also said, tellingly, "The pricing model adopted for FIFA World Cup 2026 reflects the existing market practice for major entertainment and sporting events within our hosts on a daily basis."

FIFA could also offer would-be attendees a real path to earning tickets through effort. FIFA's digital collectibles involve effort, but fans had to buy them just to pay again for a ticket. It was not a way to pay in time (instead of money) in exchange for discounted tickets.

The genius of NYRR's 9+1 and fundraising programs is that marathoners pay for a spot with effort and time. But unlike standing in line or filling out tons of paperwork—which economists call "ordeals," because they filter people out by forcing them to waste their time—the marathoners do useful things: train for the big race or raise money for charity.

For FIFA, a comparable approach could be partnering with host countries' schools and soccer clubs, especially in low-income neighborhoods, to offer discount tickets to students who never miss a practice. Or rewarding fans who contribute to the growth of the game by coaching youth soccer or supporting women's soccer clubs in countries where the women's game is underfunded.

World Cup tickets are wildly popular, and there are only so many seats and matches. Not everyone will be able to see a World Cup match. Any approach to ticket sales, no matter how well-designed, will leave some fans disappointed.

But the incredible popularity of the tournament and people's passion for soccer and its stars mean FIFA could choose to model fairness and thoughtfulness, too.

The story of how the NYC Marathon became a masterclass in fairness comes straight from our new book: Planet Money: A Guide To The Economic Forces That Shape Your Life. Each chapter asks questions like: What's the deal with credit card points? Or: Why does my bank seem so eager to give me free stuff? And the book is filled with illuminating stories, like the time the president of Argentina tried to use tariffs to boost manufacturing—and force BlackBerry to manufacture smartphones on a remote island near Antarctica.

The Planet Money book comes out on April 7. You can pre-order it now and get a free poster. Or join us in April at any of our live events across the country. We've got a free tote bag to go with event ticket purchases while supplies last. Find tickets and details at planetmoneybook.com
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