Why it is hard to monetise football’s atmosphere

GIANNI INFANTINO, the boss of FIFA, calls football’s governing body the world’s purveyor of happiness. At this year’s World Cup in North America, that happiness will come at a price. The cheapest tickets for group-stage games averaged $200; those for the final went for at least $2,030. Our analysis suggests the World Cup will be the most expensive cultural event ever. But the high prices could backfire.

World Cup tickets are usually priced well below what the market might bear. Throughout the tournament’s history demand has tended to outstrip supply. Rather than charge more, FIFA has kept prices at levels ordinary fans could afford and distributed seats through lotteries. Broadcasting and sponsorship rights mattered far more to the organisation’s finances than matchday receipts.