His remarks come as football’s governing body, FIFA, faces mounting criticism over ticket affordability for the 2026 tournament, alongside legal pressure from supporters’ organisations.
The fan advocacy group Football Supporters Europe (FSE) has been among the most vocal critics, describing FIFA’s pricing model as “extortionate” and a “monumental betrayal”. The group has also taken its concerns further, filing a lawsuit with the European Commission in March over what it calls “excessive ticket prices”.
“It doesn’t mean that the tickets cost $2 million”
At the centre of the controversy is FIFA’s official resale platform, which recently listed four tickets for the 2026 World Cup final in New York at more than $2 million each.
Infantino pushed back against the outrage, arguing that such listings reflect market dynamics rather than official pricing. “If some people put on the resale market some tickets for the final at $2 million, number one it doesn’t mean that the tickets cost $2 million,” he said.
He added, “And number two it doesn’t mean that somebody will buy these tickets.” Then, in a remark that drew attention, he joked: “And if somebody buys a ticket for the final for $2 million, I will personally bring him a hot dog and a Coke to make sure that he has a great experience.”
“We are in the market in which entertainment is the most developed in the world”
Infantino defended FIFA’s broader pricing approach by pointing to market forces in the United States, where the tournament will be staged.
“We have to look at the market — we are in the market in which entertainment is the most developed in the world. So we have to apply market rates,” he said during remarks at the Milken Institute Global Conference in Beverly Hills.
He also noted that U.S. regulations allow ticket resale at higher prices, arguing that artificially low pricing could simply push tickets into secondary markets at inflated rates.
“In the US it is permitted to resell tickets as well,” Infantino said. “So if you were to sell tickets at the price which is too low, these tickets will be resold at a much higher price.”
According to him, resale activity already supports that view: “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 of our price.”
Sharp rise compared to previous World Cups
The debate has been intensified by comparisons with previous tournaments. The most expensive ticket for the 2022 World Cup final in Qatar was about $1,600 at face value. For 2026, top-tier final tickets are expected to reach around $11,000 at official pricing.
Fan groups argue that this represents a dramatic shift away from accessibility, especially for a global sporting event traditionally marketed as inclusive.
Infantino, however, insisted the pricing reflects demand. He said FIFA received “in excess of 500 million ticket requests” for 2026, compared with fewer than 50 million combined for the 2018 and 2022 editions.
He also highlighted lower-cost options, stating that “25 per cent of tickets for the group phase were priced at under $300.”
“This is the World Cup”
Responding to criticism that prices are beyond the reach of ordinary fans, Infantino drew comparisons with U.S. sports entertainment costs.
“You cannot go to watch in the US a college game, not even speaking about a top professional game of a certain level, for less than $300,” he said. “And this is the World Cup.”
As the 2026 tournament approaches, the clash between FIFA’s market-driven pricing philosophy and fan demands for affordability is likely to remain a central point of tension in global football.