High ticket prices threaten turnout for U.S. World Cup opener

FIFA is facing growing concern over ticket demand for the United States’ opening match at the 2026 FIFA World Cup, with early figures suggesting slower-than-expected sales.

The June 12 clash between the United States and Paraguay national football team at SoFi Stadium has reportedly sold just over 40,000 tickets, well short of the venue’s listed tournament capacity of 69,650.

This places it behind other fixtures at the same stadium, including the match between Iran national football team and New Zealand national football team, which has already surpassed the 50,000 mark.

FIFA Disputes Figures but Doubts Persist

While FIFA has pushed back against the reported numbers, stating that the figures “do not accurately reflect actual sales to date,” questions remain about the pace of demand.

The governing body has maintained that overall ticket sales for the tournament remain strong, with president Gianni Infantino previously announcing that five million of the projected 6.7 million tickets have already been sold.

However, the availability of large numbers of seats for key matches has raised eyebrows, particularly for a fixture involving one of the host nations.

Pricing Strategy Under Scrutiny

One of the major factors behind the sluggish demand appears to be pricing. The U.S. opener has been positioned as the third most expensive match of the tournament, trailing only the final and one semifinal.

Top-tier Category 1 tickets are priced at $2,730, while Category 2 seats cost $1,940 and Category 3 tickets are set at $1,120. Unlike many other matches, prices for this fixture have remained unchanged since the initial sales phase in October.

In contrast, demand for other high-profile games has driven prices upward. For example, Mexico’s opening match has seen ticket prices rise significantly, highlighting a stark difference in market response.

Resale Market Signals Weak Demand

Further evidence of soft demand can be seen on resale platforms, where more than 4,000 tickets are reportedly listed, many below their original price. Meanwhile, thousands of seats remain available on FIFA’s official sales portal.

Tracking over recent days indicates only modest sales activity, with just a few hundred tickets purchased within a ten-day window.

Local Dynamics and Fan Preferences

Regional factors may also be influencing turnout. Southern California has historically seen strong support for visiting teams, with diaspora communities often filling stadiums for matches involving countries like Mexico and Iran.

Data suggests fewer than 8,500 local buyers have secured tickets for the U.S.-Paraguay match, compared to more than 17,000 for the Iran-New Zealand fixture at the same venue.

This trend reflects a broader challenge for the U.S. national team, which has at times struggled to attract dominant home support in certain markets.

Will FIFA Adjust Prices?

With the kickoff approaching, attention is now turning to whether FIFA will revise its pricing strategy.

The organisation has previously adjusted ticket prices for major tournaments, including the FIFA Club World Cup, although such changes have not always been enough to prevent empty seats.

For now, the U.S. opener stands as a high-stakes test of FIFA’s pricing model, with the risk that one of the tournament’s headline matches could be played in front of a less-than-capacity crowd.