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organizer of euro 2028 Tournaments in the UK and Ireland have definitively rejected the use of dynamic ticket pricing, with football chiefs emphasizing a commitment to affordability for fans.
Debbie Hewitt, President football Association And the tournament board said that making tickets widely available, affordable is “fundamental” to the success of the event.
Dynamic pricing, a system where ticket costs fluctuate based on demand, is a common practice in sectors such as hotels and airlines, but is less prevalent for sporting and entertainment events in the UK.
Public awareness of the model increased following its application for Oasis Reunion Tour tickets in 2024, where prices rose rapidly due to online queues of potential buyers.
However, the FA Chief Executive mark bullingham It was confirmed that such a system would not be implemented for Euro 2028.
At the launch of the tournament he said, “There will be no dynamic ticket pricing. I think that’s really well established.”
Bullingham further explained that about half of all tickets will fall into the more accessible category three and the even cheaper Fan First category. For reference, Category Three tickets for Euro 2024 were priced at 60 euros (£53), with Fan First tickets priced at 30 euros (£26.50).
This approach is contrary to fifaWhich has faced criticism for its “variable” pricing structure for next summer’s World Cup, although the global governing body has noted its similarity to host nation North America and promised fixed prices for certain fan categories.
Reiterating the importance of accessibility, Ms Hewitt said: “We have it right in our minds that this should be an affordable euro for the huge number of people who are waiting.”
He acknowledged the need for revenue generation for football redistribution but stressed the importance of creative solutions to ensure widespread access at reasonable prices.
In addition to ticket costs, organizers are also exploring ways to subsidize travel for ticket holders.
Additionally, the kick-off time of 5 pm has been chosen for the final, a decision taken keeping in mind the convenience of the fans.
Mr Bullingham explained that the aim was to simplify travel options for supporters on Sunday evening, compared to the 8pm start of the Euro 2020 final (partly influenced by US television viewers).
A full announcement regarding ticket pricing is expected in the last quarter of 2027.