Organisers of the Los Angeles 2028 Olympic Games have unveiled their ticket pricing strategy, promising significant affordability while launching a public registration lottery. The announcement arrives against a backdrop of growing criticism over the soaring cost of attending major sporting events, most notably the upcoming 2026 Football World Cup.
How the LA28 Ticket Lottery Works
Prospective spectators can now put their names forward for a chance to buy passes for the Games. Registration for the random ticket lottery will commence on 14 January, accessible through the official LA28tickets website. This process does not guarantee tickets but grants an opportunity to purchase them when sales begin in April.
A key feature of the system is that there is no advantage given to those who register early. The window for entering the draw will remain open until 18 March, and crucially, no payment is required to participate in the initial lottery stage.
Affordable Pricing Pledges for Fans
In a bid to ensure the Games remain accessible, LA28 organisers have made firm commitments on price. They have pledged that at least one million tickets will be available for just $28, a symbolic figure representing the year of the event. Furthermore, they state that approximately one-third of all tickets will be priced under $100.
This focus on affordability appears to be a direct response to the escalating expense of attending live sports. The ticket price reveal comes at a sensitive time, as football fans globally express backlash against the high cost of tickets for the 2026 World Cup, which will be hosted across the USA, Canada, and Mexico.
Context and Comparisons with Major Events
The strategic timing and messaging of the LA28 ticket launch are significant. By highlighting budget-friendly options, the organising committee is clearly attempting to distinguish the Olympic experience from other premium events facing public discontent. The 2026 World Cup has become a focal point for criticism regarding commercialisation and fan exclusion, setting a challenging precedent for all subsequent mega-events.
The success of the LA28 ticketing model may now be judged not only on its ability to fill venues but also on its capacity to demonstrate that world-class sport can still be within financial reach for ordinary supporters. All eyes will be on the April sales period to see if the promises of affordability translate into reality.
