Garber backs FIFA dynamic pricing as Swinney presses for fairer World Cup tickets

MLS commissioner Don Garber has defended FIFA’s use of dynamic pricing for 2026 World Cup tickets, arguing US consumers are accustomed to premium pricing for premium events as political pressure grows over affordability.Garber was speaking in Miami at Inter Miami’s new stadium debut as criticism mounts over ticket costs for a tournament being staged across the US, Canada and Mexico.“I think the president of FIFA has been pretty clear to say it’s going to be dozens and dozens of Super Bowls, and nobody seems to have issues with championship events that have ticket pricing that’s appropriate for the exclusivity and nature of that event. So Fifa has been smart.”Garber stressed MLS has no role in FIFA’s ticketing strategy, but said he hoped access would remain broad. “They have variable ticket pricing and I’m hoping they’ll be providing access to anybody that wants to buy a ticket.“But I think it’s going to be a premier event and premier pricing Americans are used to."The debate has sharpened after FIFA’s latest ticket release pushed the top listed price for the July 19 final at MetLife Stadium to US$10,990, with other categories also rising sharply in the latest phase.In Scotland, First Minister John Swinney has written to FIFA president Gianni Infantino calling for changes, with Scotland set to appear at a men’s World Cup for the first time since 1998.In the letter, Swinney said: “But our historic return has been marred by FIFA’s dynamic pricing model that has made the trip simply unaffordable for so many loyal supporters.”He urged FIFA to change course, writing: “Scotland fans, travelling across the globe, are entirely justified in calling for you to put an end to this pricing model, particularly during a cost-of-living crisis when people are really struggling.“I am urging you to act to introduce a fair, affordable ticketing model for fans.”FIFA has defended its approach by pointing to entry-level pricing and dedicated allocations for supporters of qualified teams, with a fixed-price tier intended to be distributed via participating member associations.