Something unusual is happening with only a few days remaining before the U.S. men's national team opens its World Cup campaign against Paraguay: Tickets for the match are not sold out.
Although numbers fluctuate regularly, FIFA's ticketing website still shows 132 tickets left to sell for a game that's set to take place in Los Angeles on Friday. Meanwhile, resale platforms such as StubHub and SeatGeek — and FIFA's own marketplace — also show thousands of tickets on sale.
The number is even higher for Canada's opening match against Bosnia Herzegovina in Toronto on the same day, with 226 tickets left in FIFA's website and a high number of tickets available in resale markets.
That's unusual for high-profile events such as the opening matches of the World Cup — traditionally among the hardest to get tickets in the tournament. This year will feature three hosts in the U.S., Canada and Mexico — but so far only Mexico's opening match against South Africa on Thursday looks to be virtually sold out.
Ticketing experts widely agree on the reason: the prices. FIFA dramatically jacked them up for the tournament — especially for high profile games. The most expensive regular seats for the U.S. opener against Paraguay are priced at $2,735 — more than the final cost for the 2022 World Cup final — while the cheapest are $1,120.
Even President Trump said he wouldn't pay those prices.
"I would certainly like to be there, but I wouldn't pay it either, to be honest with you," Trump told the New York Post in a recent interview.
The other two remaining games for the U.S. national have far fewer tickets available, given that prices are well below the ones for the opening match.
Prices have also fallen sharply
There are not only plenty of tickets left to sell — a number of them are also available below FIFA's face value. According to Ticketdata, which tracks prices across the resale platforms, the cheapest pair of tickets for the opening match for the U.S. and Canada was $951 as of Monday morning, while in FIFA's resale platform, tickets were available for as low as $690.
Other games across the 104-match tournament also still have many tickets left to sell — despite FIFA President Gianni Infantino's claim that every match is "already sold out." That's especially the case for lesser well known teams such as the Jordan against Algeria match, which still had hundreds of unsold seats in the FIFA's web site.
Demand for high-profile tickets such as Argentina and Portugal was far higher, however, with many of those games looking largely sold out.
Will the opening matches sell out?
Whether eventually the U.S. and Canada opening matches will sell out is hard to answer. Throughout the sales process, FIFA has closely guarded how many tickets it has actually sold and how many are left to sell, making it virtually impossible to gauge.
In addition, like other teams, FIFA could also sell tickets in other platforms including third-party ones such as SeatGeek, which can further obscure how many tickets are left to sell.
FIFA and organizers, however, are hoping for a surge in excitement that leads to a last-minute rush of sales for the opening matches as well as for those such as Jordan against Algeria that look far from being sold out.
Ben Shields, a senior lecturer at the MIT Sloan School of Management, says perceptions so far of the tournament have been shaped by how expensive tickets and travel has been for a tournament taking place across an entire continent.
That, he says, "does not seem to sit well with many."
But that could change.
"The hope or bet — for FIFA is that once the matches start — and the greatest players in the world compete for the most prestigious prize of them all, the sport as business lens will fade into the background and the World Cup will be seen and experienced as the enduring global institution that it is," Shields says. "We shall see."
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