Prime Minister Keir Starmer has issued a direct warning to FIFA, stating football's global governing body risks "losing touch" with genuine supporters over its pricing strategy for the 2026 World Cup. The intervention comes after FIFA announced a new, lower-priced ticket tier following significant backlash from fans.
FIFA's New Ticket Tier and the PM's Response
In a significant policy shift, FIFA confirmed on Tuesday that it will guarantee a selection of tickets for every match at next summer's tournament in the United States at a fixed price of $60, equivalent to approximately £45. This new 'Supporter Entry Tier' was introduced after discussions with key stakeholders, including national football associations, and in response to overwhelming demand which saw over 20 million ticket requests.
However, the Prime Minister, a well-known football fan, argued the move does not go far enough. Taking to social media platform X, Mr Starmer stated: "I welcome FIFA's announcement of some lower priced supporters tickets. But as someone who used to save up for England tickets, I encourage FIFA to do more to make tickets more affordable so that the World Cup doesn't lose touch with the genuine supporters who make the game so special."
The Scale of the Affordability Challenge
The core of the issue lies in the limited allocation of these cheapest tickets. FIFA has stipulated that only around 10% of the tickets allocated to each qualified nation will be priced at the new £45 entry level. This translates to just hundreds, rather than thousands, of the most affordable seats being available per match for each country's fans.
This announcement follows intense criticism after initial pricing revealed that England supporters, for example, faced costs starting from £200 for the group opener against Croatia and soaring above £4,000 for a seat at the final. The new pricing structure represents a substantial increase compared to the last World Cup, with many fans previously insisting a trip to the US-based tournament was financially out of reach.
How the New FIFA Ticket Allocation Will Work
In a letter sent to all Participating Member Associations (PMAs), FIFA outlined the new distribution model. The governing body confirmed that 50% of each national association's ticket allocation will fall within its most affordable categories. This breaks down as:
- 40% in the 'Supporter Value Tier'.
- 10% in the new 'Supporter Entry Tier' (£45).
The remaining 50% is split evenly between standard and premier tier tickets. The responsibility for defining eligibility criteria and managing the application process for the £45 tickets will fall to the individual national football associations, who are instructed to allocate them to "loyal fans who are closely connected to their national teams."
FIFA also added a further concession: fans who apply through their national association but whose team does not progress to the knockout stages will have their administrative fees waived when refunds are processed.
While the introduction of a budget-friendly ticket option has been acknowledged, the pressure from the highest level of UK politics underscores the ongoing concern that the beautiful game's premier event may be becoming inaccessible to the ordinary supporters who form its bedrock.
