FIFA Club World Cup Facing US Ticketing Challenges

As the FIFA Club World Cup is set to unfold in the United States, current stadium availability maps from FIFA’s official ticketing site indicate potential challenges regarding attendance at several matches.

Observations show a concerning trend pointing to limited options for fans, particularly for games where sales have struggled to meet expectations.

For instance, the upcoming match between South Korea’s Ulsan HD and South Africa’s Mamelodi Sundowns has led to only minimal ticket availability at the Inter&Co Stadium in Orlando. Only a sparse portion of the seating, located directly behind one goal, is available for purchase, with tickets starting at a mere USD$11 (AUD$16).

This raises questions about the actual crowd sizes expected at these fixtures. Tickets for the opening match between Al-Ahly and Inter Miami were still available hours before kick-off, leading to a reassuring attendance figure of over 60,000 for FIFA.

In response to slow sales, FIFA has taken strategic measures, including partnering with Miami Dade College to incentivise ticket purchases among students.

For every ticket sold at USD$1 (AUD$1.54), students can receive four additional tickets, boosting the number of attendees—an approach reminiscent of tactics used in sports events where ticket sales do not meet anticipated levels.

In a bid to maximise maximum revenue from fans, ticket prices have fluctuated; some early purchasers have reportedly found themselves receiving partial refunds as ticket prices drop significantly.

As of Saturday, the cost for a seat to watch Bayern Munich face Auckland City of New Zealand can be as low as USD$52 (AUD$80) in Cincinnati. In contrast, if Bayern reaches the final at MetLife on July 13, the current resale price for the cheapest ticket exceeds USD$657.71 (AUD$1012.15), illustrating the contrast in pricing depending on the stage of the competition.

The implications of lower-than-expected attendance could pose reputational challenges for FIFA, especially for the early rounds.

While adept match directors can often obscure visible empty seats from television viewers, this is not as easily managed in the age of social media, where attendees freely share images that could highlight attendance shortfalls.

FIFA President Gianni Infantino previously indicated a preference for hosting the tournament in larger facilities instead of smaller venue alternatives typically held for Major League Soccer matches.

FIFA has chosen to remain non-committal regarding ticket sales statistics, only stating that the highest ticket sales have been recorded in the United States, followed by nations such as Brazil, Argentina, Mexico, and Canada. The UK holds the 11th position on the ticket sales leaderboard, lagging behind countries such as France, Japan, and Saudi Arabia.

The initial design of the tournament lacked substantial backing from a dedicated fan base.

FIFA’s recent moves signal an ongoing pursuit to present a competition that could rival existing European tournaments, despite apparent discrepancies with the natural flow of club football.

Infantino’s preference likely lies with the prominent European teams advancing through the tournament, alongside select South American clubs.

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