Euro 2028 will not use dynamic ticket prices, organizers say

Dynamic ticket prices will not be used for the 2028 European Championships, say the organizers.

The controversial ticketing strategy – where prices depend on demand – was in operation at this year’s Club World Cup in the US and prices fell wildly. Dynamic pricing will also be in place at next year’s Men’s World Cup, with tickets ranging from $60 for group stage matches to $6,730 for the final.

But organizers of the upcoming Euros in Britain and Ireland say the tournament will not follow FIFA’s example.

Mark Billingham, chief executive of the English Football Association, said: “There will be no dynamic ticket prices. I think it’s really well established.” “I think there are two main principles. One is that there is no dynamic ticket price, and the other is that there will be almost half of the tickets in the third category and the fans in the first category, which is the category below.”

At last year’s Euros, category three tickets cost 60 euros ($98) and Fan First tickets 30 euros ($49).

A variable pricing strategy at the Club World Cup saw a standard ticket for the semi-final between Chelsea and Fluminense drop from $664.04 to $18.78 in New Jersey.

In the UK, fans were critical when dynamic pricing was used for rock band Oasis’ sold-out tour.

FA chair Debbie Hewitt said tickets for the Euros should be affordable.

“We will all make it clear that actually the revenues from this tournament are very important because they are redistributed in football,” he said. “So there is no point in us saying, ‘It’s free, everyone comes together,’ because we’re not going to do the right thing then through the game. But it’s absolutely right that we think and we’re creative in how we can ensure that as many as possible have access at an affordable price.

Billingham also said they are considering subsidizing travel expenses for ticket holders.