The World Cup kicked off with excitement in Mexico City, drawing a full stadium to witness the hosts secure a victory. However, the atmosphere changed during the second game, where South Korea’s 2-1 win over the Czech Republic was marked by many empty seats in the stands.
The match held in Guadalajara on Thursday exposed concerns about demand for this largest-ever World Cup. These concerns grew from the ticket pricing strategy and marketing approach of the organizers, FIFA. While the initial match at the Azteca Stadium attracted over 80,000 enthusiastic fans to see Mexico defeat South Africa 2-0, the subsequent game involved teams ranked outside the top 25. Large sections in the middle of the stands featured numerous unoccupied seats amidst scattered empty spots throughout the stadium.
The venue, with a capacity of nearly 46,000, officially reported an attendance of 44,985. However, numerous fans had previously voiced their issues with ticket prices months before the tournament. The expenses related to accommodation and travel between the host countries – the United States, Mexico, and Canada – added further complications. Visa access to the United States also remained a significant hindrance.
An examination by NBC News regarding the World Cup’s affordability for a typical U.S. fan revealed that hotels and tickets were still accessible for early tournament games. Depending on the selected match, the cost might align with a monthly rent in Chicago. The attending crowd predominantly supported South Korea and celebrated their comeback win.
FIFA President Gianni Infantino earlier addressed ticket pricing, asserting it aligned with other major sports events. According to him, FIFA had sold over six million tickets, and demand had surpassed expectations by “a factor of 10 or more.” He emphasized that the entry price, at $60, was the lowest among American sports during playoff phases.
Nonetheless, some supporter groups disagreed. Football Supporters Europe filed a complaint with the European Commission in March, accusing FIFA of excluding ordinary fans by enforcing “sky-high” prices, significantly exceeding those at past World Cup events. They also argued that the $60 tickets promoted by FIFA were swiftly sold out before public sales began.
Last month, New York and New Jersey’s attorneys general subpoenaed FIFA, referencing reports suggesting that fans might have been misled about seating locations. Concerns indicated that FIFA’s public declarations and ticket launches contributed to the pricing surge. Even President Donald Trump commented on the situation, criticizing high ticket prices in a New York Post interview.