2028 Euros Ditch Dynamic Ticket Pricing for Affordability

London, Nov 13 (AP) – Organizers of the 2028 European Championship have confirmed that dynamic ticket pricing will not be implemented for the tournament. Unlike the Club World Cup in the United States, which employed the strategy this year, the Euros will adopt a different approach. Dynamic pricing — where ticket prices vary based on demand — led to significant price fluctuations at the Club World Cup. For instance, a semifinal match ticket saw its price drop dramatically from $473.90 to $13.40. This approach will also be used at the upcoming men's World Cup, where ticket prices range from $60 for group-stage matches to $6,730 for the final. However, the next Euros—hosted in the United Kingdom and Ireland—will not follow FIFA's example.

English Football Association chief executive Mark Bullingham stated, “There won't be any dynamic ticket pricing. I think that's really well established.” He further clarified two basic principles for the event: the exclusion of dynamic pricing and the allocation of approximately half of the tickets under Category Three and the Fan First category, with prices last seen at 60 euros ($70) and 30 euros ($35), respectively, in last year's Euros.

The dynamic pricing strategy has received criticism in the UK previously, notably when it was applied during Oasis' sold-out tour. Fans expressed their dissatisfaction with the fluctuating ticket prices. FA chair Debbie Hewitt emphasized the importance of maintaining affordability. She mentioned the critical nature of revenue from the tournament for football's overall development, stating, “We would all make it clear that actually the revenues from this tournament are crucial because they get redistributed to football. So there's no point in us saying, 'It's free, everybody come along,' because we're not going to do the right thing then by the game.”

Bullingham highlighted their commitment to making tickets accessible, noting that they are even exploring the possibility of subsidizing travel costs for ticket-holders to enhance affordability and access during the Euros.

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