World Cup fans squeezed by botched ticket sales, steep water prices

It wasn’t too good to be true, but it was too good to remain true.

World Cup fans still reeling from FIFA’s pricey water policy change have a new gripe: Soccer’s governing body is demanding payment from about 60 people who secured tickets for free because of a glitch on the FIFA website during checkout.

FIFA confirmed the mistake with a swift response, issuing a statement that said pay up or stay home:

“The tickets requested by these fans remain reserved, and the affected fans have been invited to complete payment of the correct amount. FIFA regrets the error and any inconvenience caused.”

What, did anyone think a governing body denying fans free water in the summer heat would allow 60 souls into stadiums without paying admission? Even when FIFA admitted its mistake?

One week before matches begin in 16 North American venues, including SoFi Stadium that will be referred to during the tournament as Los Angeles Stadium, FIFA reversed its policy that allowed refillable plastic bottles when temperatures were high enough to justify it.

Now, no plastic water bottles are allowed except the ones sold in the stadium. Last summer during the Club World Cup, bottled water at FIFA venues fetched $4 to $6.

Coca-Cola products will be sold at all World Cup venues, including Dasani water. In a statement to the Athletic on Thursday night, FIFA skirted questions about whether it was influenced by commercial priorities.

“The decision to prohibit capped water bottles is based on a number of factors related to safety and security, including mitigating risks to players and spectators, ensuring a safe and efficient ingress experience for all attendees, and the presence of additional heat mitigation and alternative hydration strategies at FIFA World Cup 2026 stadiums,” the statement read.

Toronto Mayor Olivia Chow questioned FIFA’s motive.

“Why do you need to buy a water bottle when you can just carry your water in? It is cheaper that way and it is good for the environment,” Chow told CTV News. “It is outrageous. They are just trying to make more money. They are already making billions of dollars. Stop it.”

Chow’s ire likely grew upon learning that the group-stage matches the 60 people who now must pay for tickets FIFA mistakenly provided them are all in Toronto.

Complaints have mushroomed for months about World Cup ticket price fluctuations caused by sophisticated algorithms that can dramatically increase costs based on demand. Prices adjust in real time, increasing when interest surges.

The attorneys general of New Jersey and New York a week ago launched an investigation into World Cup ticket sales following reports that fans were misled about the locations of seats they purchased.

The attorneys general sent subpoenas to FIFA, requesting details about ticketing practices for eight World Cup matches hosted in New Jersey, including the World Cup final.

FIFA has about $6.14 billion in total assets and $3 billion in cash reserves.

The organization has defended its steep ticket prices, saying they reflect standard practices for major global sporting and entertainment events.

Longtime soccer journalist Simon Kuper explained to The Times’ Kevin Baxter that FIFA can maximize profits because it has no competition.

“If you think of McDonald’s or Nike, they’re trying to please consumers because they know the consumers can go someplace else,” Kuper said. “There’s only one World Cup, so FIFA is a monopoly purveyor. It’s more like one man running the cash box.”

Parking will be another opportunity to generate revenue. A spot nearly two miles from SoFi Stadium will cost $300 for the U.S. opener against Paraguay next week.