FIFA is upping efforts to sell luxury hospitality tickets for the World Cup, with packages still available for 102 of the 104 matches at the expanded tournament.
Mexico’s Group A game against South Korea and one last-32 fixture expected to feature Spain are the only matches showing a lack of availability on FIFA’s hospitality platform, and a new category – “suite essentials” – has been added to lower-profile games, allowing customers to buy an individual ticket for a suite that would previously have been sold to a group.
The Guardian understands the intensified activity follows a downwards re-evaluation by FIFA and its partner On Location of the revenue expected from this most lucrative category of ticket.
FIFA does not comment on commercial deals, but insists overall ticket sales are ahead of projections. FIFA sources also say they are constantly looking to re-evaluate products to ensure the greatest number of sales and that they are happy with projections in the hospitality category.
The “suite essentials” category promises “the beautiful game, simplified” and offers access to a hospitality suite, a numbered seat and “prepackaged snacks, soft drinks, and a commemorative gift”. Starting at $650 (£477), tickets are available at 10 matches, including Colombia v the Democratic Republic of the Congo and Uruguay v Spain. On this list are three matches each in Kansas City and Guadalajara.
FIFA opened its “fourth and final” ticketing phase at the beginning of April, a first come first served process. Each fixture listed in general ticketing also advertises a link to the hospitality sales site offering “ticket-inclusive hospitality packages”. General tickets for Uruguay v Spain are available, at $2,500.
FIFA has adopted a form of “adaptive pricing” whereby it is able to adjust the cost of tickets depending on demand. It says the prices are decided upon by executives not an algorithm and could be adjusted before the tournament. FIFA also offers a platform for supporters to resell tickets, which is likely to allow for continued supply until the tournament. Many fans, especially in the US, are waiting in the hope prices fall.
Last month Football Supporters Europe and Euroconsumers filed a joint complaint to the European Commission against FIFA’s ticketing policies at this World Cup and called for greater transparency in the ticketing process.
