The opening week of the 2026 World Cup has been marked by a surreal sight: vast swathes of empty seats at a tournament that usually commands a global frenzy. While Mexico’s dramatic 1-0 win over South Africa in front of a packed Azteca Stadium offered a glimpse of the usual fervour, cameras covering the Group A match between South Korea and Czechia in Guadalajara showed large patches of empty seats. The reason, according to reports, is a contentious new ticketing strategy that has made attending matches prohibitively expensive for many fans.
At the heart of the controversy is FIFA’s decision to introduce variable pricing for the first time in World Cup history. Under this system, ticket prices are not fixed but fluctuate based on demand, opponent, and stage of the tournament. In October last year, prices were driven up by an average of 34 per cent, making the cheapest standard finals ticket $5,785 (£4,315). Some tickets on resale platforms reached nearly $33,000 (£24,621). The move was intended to maximise revenue, but it has backfired spectacularly, deterring the very fans who fill the stands.
“Why empty seats plague the 2026 World Cup: FIFA's variable pricing explained.”
FIFA attempted to mitigate the fallout by quietly reducing prices across all 104 matches earlier this month and releasing 70 per cent of bulk-reserved hotel rooms. Yet as the tournament began, around 180,000 tickets remained listed on official FIFA resale platforms, and 15,000 group-stage tickets were still available directly through its site. The sight of empty seats has been described as “humiliating” for FIFA, which is now under fire from fans and media alike.
For UK readers, this controversy has direct practical implications. If you were considering travelling to North America for the tournament, the initial price surge would have made it a non-starter for many: £4,315 for the cheapest ticket is far beyond what most English or Scottish fans would pay for a group game. Even with recent price cuts, the damage to affordability and accessibility may already be done. For those watching on TV, the empty seats also mar the spectacle, reducing the electric atmosphere that makes the World Cup unique. Moreover, the pricing model could set a precedent for future tournaments, including European Championships, potentially making live football more exclusive.
Q: Why were there empty seats at the World Cup? Empty seats were largely due to FIFA’s new variable pricing policy, which made tickets too expensive for many fans. Despite later price reductions and hotel releases, as of the opening matches, around 180,000 tickets were still unsold on official resale platforms.
Q: How much are World Cup 2026 tickets? When variable pricing was introduced, the cheapest standard finals ticket rose to $5,785 (£4,315). Some resale tickets hit nearly $33,000 (£24,621). Prices were later reduced across all matches, but exact new prices are not specified in sources.
Q: What is variable pricing and how does it work? Variable pricing means ticket costs change based on demand, opponent, and match stage, rather than being fixed. FIFA used it for the first time in 2026, leading to an average 34 per cent price increase and widespread criticism.
What happens next remains uncertain. FIFA may be forced to reconsider its pricing strategy for the knockout stages, especially if empty seats persist for higher-profile matches. Canada and Bosnia’s Group B game in Toronto, as well as USA’s opener, will be closely watched for attendance. The tournament continues with co-hosts Mexico, USA, and Canada all in action, but the ticket price scandal threatens to overshadow the football.