For as long as he can remember, football has been an integral part of Lawrence Yee’s existence. Growing up in a Canadian town dominated by hockey, he discovered camaraderie and zeal in the beautiful game. The sport, along with the intense emotional rollercoaster of being a fan, has remained woven into his adult life. Nearly four years ago, when FIFA revealed that Toronto and Vancouver would join 14 other cities in hosting the World Cup, Yee was overjoyed.
“When I heard that the biggest stage, the highest competition, and the largest tournament in the world were coming to Toronto, I was in disbelief,” he remarked. “This was a once-in-a-lifetime opportunity for someone like me. The idea of living in the city and biking to the venue? I was ready to be first in line for tickets.”
However, as Canada prepares to face Bosnia and Herzegovina on June 12 for the inaugural men’s World Cup match on Canadian soil, Yee will not be in attendance. Nor will he be present for any of the other group stage matches. His initial enthusiasm, shared by countless others across the nation, has been dampened by FIFA’s new ticket pricing strategy, which many fans consider exorbitant.
With less than two weeks remaining before Vancouver and Toronto host their games, hundreds of tickets for each of the ten matches in Canada are still available, a stark contrast to earlier claims of overwhelming demand. Even hotel occupancy is only at 80%, a figure consistent with typical summer season rates.
During an event in Vancouver in April, FIFA President Gianni Infantino stated that ticket demand was ten times higher than the combined requests for the last two World Cups.
“We received 500 million ticket requests. In the last two World Cups combined, we had only 50 million requests. Here, we received 500 million. We sold 100% of the tickets we offered, which represents about 90% of the global inventory available so far,” he explained.
Yet, this demand seems to have stalled when it comes to ticket prices. The lowest-priced tickets for Canada’s opening match are listed at over C$1,000 (£535).
Infantino defended the pricing model, stating, “We are continuously releasing tickets to the market. Yes, there are high-priced tickets, but there are also reasonably priced options.”
However, Moshe Lander, a sports economist at Concordia University, noted that FIFA’s goals of maximizing revenue and achieving full stadiums are not aligned. Currently, it appears more beneficial for FIFA to sell high-priced tickets rather than ensure complete attendance.
“FIFA oversees the World Cup,” Lander said. “With no competition, they can act in whatever unethical or improper manner they choose—unless fans decide to walk away. This means not just refraining from giving them money, but also avoiding local pubs to watch the matches. If enough people do that, they might reconsider their strategy.”
A FIFA spokesperson emphasized that “never before in the tournament’s history have more tickets been sold directly to fans,” highlighting the organization’s decision to allocate at least 1,000 tickets priced at US$60—a “very competitive price point for a major global sporting event.”
Fans recall past World Cup events where FIFA made tickets more accessible to local residents, a strategy that has now been replaced by the more profitable real-time pricing models.
FIFA justified its approach by stating that the variable pricing method “aligns with industry trends across various sports and entertainment sectors, where prices are adjusted to optimize sales and attendance while ensuring a fair market value for events.”
Ontario attempted to curb ticket reselling by introducing legislation that prohibited World Cup tickets in Toronto from being sold above face value. Consequently, FIFA had to alter its resale marketplace for Toronto matches to comply with the law. Nevertheless, Yee expressed frustration with the initial ticket acquisition process—through lotteries, numerous portals, and access codes—which made him feel increasingly distant from the prospect of securing a ticket.
“I’ve given up, and at this point, I don’t want to give my money to FIFA,” Yee declared. “I’m finished with them. While they can dictate pricing, it feels like a slap in the face to what makes football so special: it’s a sport for everyone. Access should be designed to make it easier for fans, particularly those residing in host cities, to attend the games.”
Growing skepticism from city councillors and officials who initially supported bringing the World Cup to Canada is evident. They highlight that cities bear the substantial financial burden of hosting events, while FIFA reaps the profits from ticket sales and broadcasting, without paying taxes. Residents fund the games but are often unable to attend. In some instances, officials and FIFA had planned to charge for public events promised to residents, only to later retract.
While Toronto’s original hosting cost estimate was as high as C$45 million back in 2018, it is now projected to exceed C$380 million. Vancouver’s estimate for hosting seven games jumped from C$240 million in 2022 to a minimum of C$624 million. According to the parliamentary budget office, Canada will ultimately spend over C$1 billion to host the games, translating to approximately C$82 million per match. Other Canadian cities reconsidered their participation after seeing both the initial costs and the stringent regulations FIFA enforces.
Despite everything, Yee remains hopeful for the teams and their supporters who will visit the city. “It will be an enchanting experience for those who get to attend. I genuinely hope they have the best time possible,” he shared. “Now that I don’t have to stress about tickets, I’m looking forward to reconnecting with friends. Perhaps I’ll host guests at my home. Local neighborhoods are organizing watch parties. What I cherished about soccer growing up was the sense of community. I’m eager to return to that.”
