FIFA President Gianni Infantino, defending the cost structure for the 2026 World Cup after renewed criticism over skyrocketing ticket resale prices, quipped that he would personally bring a hot dog and a Coca-Cola to any fan willing to spend $2 million on a final ticket.
The remark came after listings on FIFA’s official resale platform showed seats for the World Cup final in New Jersey being advertised for as much as $2.3 million each, fueling the already heated debate over affordability ahead of this summer’s tournament across the United States, Canada and Mexico.
“If some people put on the resale market some tickets for the final at $2m, number one, it doesn’t mean that the tickets cost $2 million, and number two, it doesn’t mean that somebody will buy these tickets,” Infantino said at the Milken Institute Global Conference in Beverly Hills.
He added that if someone did pay such a fee, he would personally deliver refreshments “to make sure the supporter has a great experience.”
Infantino has consistently argued that FIFA’s pricing aligns with major U.S. sporting events, while pointing to resale activity as evidence of demand. “In the US, it is permitted to resell tickets as well, so if you were to sell tickets at the price which is too low, these tickets will be resold at a much higher price,” he said. “And as a matter of fact, even though some people are saying that the ticket prices we have are high, they still end up on the resale market at an even higher price, more than double our price.”
The FIFA president also noted that 25% of group-stage tickets are available for under $300, though he inaccurately compared that figure to prices for U.S. college sports events.
The issue of affordability has become a dominant talking point for the 2026 tournament, especially for traveling supporters facing inflated accommodation and transport costs alongside expensive match tickets. A recent analysis estimated that an England fan could spend around £6,500 attending their team’s group-stage matches alone.
However, FIFA has been forced into a policy shift in Canada. The governing body updated its resale platform this week so that tickets for matches in Toronto can now only be resold at face value, following new legislation by the Ontario government banning ticket resale above the original price. Tickets for Toronto fixtures were briefly removed from the marketplace before the adjustment was implemented. The remaining 15 host venues across North America still allow tickets to be listed above face value on FIFA’s resale platform.
