Infantino defends FIFA World Cup 2026 ticket strategy after US$2.3m resale listings

FIFA president Gianni Infantino has pushed back against criticism of 2026 World Cup ticket prices after a small number of final tickets were listed for close to US$2.3m each on FIFA’s official resale platform.The listings have become a flashpoint for fan groups and commercial partners as FIFA expands inventory to 104 matches and relies on dynamic pricing and resale controls to maximise revenue while limiting scalping.Infantino told the Milken Institute Global Conference in Beverly Hills that extreme resale listings should not be conflated with FIFA’s face-value pricing.“If some people put on the resale market some tickets for the final at $2m, number one, it doesn't mean that the tickets cost $2m, and number two, it doesn't mean that somebody will buy these tickets,” Infantino said.“And if somebody buys a ticket for the final for $2 million I will personally bring him a hot dog and a Coke to make sure that he has a great experience.”Infantino argued that the US ticketing environment, where resale is widely permitted, pushes organisers to set higher initial prices so value does not flow primarily to secondary sellers.He said FIFA has kept a proportion of inventory at lower price points, stating that 25% of group-stage tickets are available for less than US$300, and suggested this aligns with broader live sports pricing in the United States.The public defence comes as Football Supporters Europe and Euroconsumers pursue a formal complaint with the European Commission over what they describe as excessive prices and unfair or opaque purchasing conditions for European fans.FIFA’s marketplace structure also remains under scrutiny because it levies fees on resale transactions, with charges that can total around 30% across buyer and seller, creating a direct financial incentive for higher secondary-market values.Regulatory fragmentation is starting to bite, with FIFA adjusting its approach in Canada after Ontario introduced legislation banning resale above face value.FIFA updated its platform so tickets for the six matches in Toronto can only be resold at their original price, including tickets that were previously purchased above face value, while resale pricing at other host venues remains subject to local rules.The episode underlines the commercial balancing act heading into the tournament, with FIFA seeking to protect revenue and control distribution while managing reputational risk around accessibility, affordability and the optics of premium resale pricing.