Price Cuts and Bundles: Inside FIFA’s Ticketing Crisis

by Nathan Henley

FIFA’s ambitious expansion of the Club World Cup to 32 teams was intended to elevate the tournament to the stature of the Champions League or even the World Cup itself. But just months before the 2025 edition kicks off in the United States, organisers are facing a significant and underreported challenge: widespread difficulties in selling tickets.

Despite the presence of globally recognised clubs such as Manchester City and Real Madrid, teams that typically draw large crowds in the Champions League, ticket demand has been significantly lower than FIFA expected across several host cities. 

The Club World Cup’s initial pricing structure was met with widespread criticism. According to early listings, semi-final tickets were priced as high as $526, while final match seats were offered for more than $2,000 in some categories. While tickets for the Club World Cup are far more affordable than major U.S. sporting events, such as the 2025 Super Bowl, where average prices reached $12,000, they remain ambitious. For a tournament and a sport, still trying to establish a foothold in the American market, the pricing has felt out of touch with demand.

Following the initial criticism, FIFA introduced a “value tier” ticket system in February 2025, significantly reducing the entry cost. In some cases, group-stage tickets are now available for as little as $10, with tickets for the final reportedly reduced to around $300. While the reduction in pricing was presented as a fan-friendly measure, it signalled FIFA’s growing concerns about filling venues where football is pushing for attention. For example, just last month, the US men’s national team played at the 70,000-seat SoFi Stadium in Los Angeles to a crowd whose attendance remains unreported due to the embarrassingly low turnout. While the Sofi Stadium isn’t set to host a Club World Cup match, the nearby Rose Bowl Stadium is set to host with a capacity of over 88,000.

However, cutting prices was only the beginning. In April 2025, FIFA took a more drastic step. It introduced bundled ticket packages that offered fans guaranteed access to the 2026 FIFA World Cup in exchange for attending multiple Club World Cup matches.

FIFA's Club World Cup Ticketing Packs

Two tiers were announced: the “Ticket Pack” and the “Super Ticket Pack.” The standard pack includes entry to two Club World Cup matches and grants the buyer the right to purchase a 2026 World Cup ticket, excluding the final. Prices vary widely, ranging from $85 to as much as $3,500, depending on match selection.

The Super Ticket Pack, however, requires fans to purchase 20 Club World Cup tickets in order to secure a place at the 2026 World Cup final.

The strategy is a clear attempt to capitalise on the massive interest in the 2026 tournament, which will be co-hosted by the United States, Canada, and Mexico. By relying on the prestige of the World Cup to sell tickets for a separate event, FIFA has effectively acknowledged that the Club World Cup is still struggling to establish its own identity.

Even with aggressive pricing strategies and World Cup incentives, ticket sales have remained underwhelming. There is no single reason behind the sluggish sales, but a combination of factors is likely contributing to the issue. 

Firstly, the Club World Cup lacks historical significance, especially when compared to the competitions it hopes to compete against. Unlike the Champions League, which carries decades of prestige, the Club World Cup remains a relatively niche competition. 

Secondly, the timing and location pose logistical and marketing challenges. The tournament will take place just weeks after the conclusion of many domestic and continental club seasons, leading to concerns about player fatigue and potential squad rotation. In a crowded US sports calendar, already saturated with MLB, NFL and other summer events, football still struggles to appeal to the masses in many cities. In markets like New York, Atlanta, and Los Angeles, each hosting matches, awareness of the tournament remains low, particularly among casual fans. Unlike the 1994 World Cup or the upcoming 2026 edition, the Club World Cup lacks a strong narrative or nationalistic interest that might otherwise attract broader attendance.

For FIFA, the tournament was meant to be a flagship addition to the global football calendar, a commercially viable event on par with existing continental competitions. However, unless ticket sales increase considerably in the final months, the visuals of half-full stadiums could raise questions about the tournament's suitability.