Facing Slow Ticket Sales, FIFA Prioritizes Stadiums' Good Sides
If FIFA is unable to sell out stadiums around the U.S. during its first supersized Club World Cup this summer, the organization is hoping to at least stuff the half of venues visible on TV, ticket offerings show.
Ahead of three matches next week at Seattle's Lumen Field, New Jersey's MetLife Stadium, and Philadelphia's Lincoln Financial Field—all NFL homes come the fall—standard tickets are currently unavailable in upper bowls as of Friday morning, with closer options centered around the stands facing traditional TV camera placements.
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Some fans have also reported receiving seat change and upgrade notices.
'We are making a few enhancements inside the stadium to optimize operations and ensure the best possible matchday experience for fans, players and the global broadcast audience,' FIFA said in a message sent to some ticketholders in Philadelphia, according to the Associated Press.
Venues often consolidate visitors when there are empty seats, largely to streamline operations ranging from stadium security to concessions management. It's also typical to strategically place those fans in line-of-sight of TV cameras for the benefit of those watching at home.
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FIFA—which is overseeing ticket distribution with support from Ticketmaster—retains the option of opening additional sections. Organizers may also reserve certain areas for club supporters or corporate partners. They also have the ability to hand other stubs over to third-party vendors to sell on secondary markets.
'We anticipate great attendances and electric atmospheres,' FIFA said in a recent statement, 'with excitement growing with every round of matches and the tournament ultimately standing as the undisputed pinnacle of club world football.' The governing body did not respond to specific questions about ticketing strategies by press time.
Certain matches featuring big-name clubs continue to see ticket availability around the stadium, but the options are pared back for less-hyped matchups, including some taking place during U.S. workdays. FIFA is currently only selling a portion of lower bowl tickets for Tuesday's noon local time match between Argentine club River Plate and Japan's Urawa Red Diamonds, for instance. Seats four rows from the grass near midfield are on offer for $81.40 each.
Looking ahead to the knockout phase, tickets for a Round of 16 matchup in Charlotte are currently only available in less than half of Bank of America Stadium's sections, with a starting price of $78. The venue hosted 62,617 for a friendly between Real Madrid and Chelsea last summer.
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FIFA has committed to 'adaptive pricing' techniques for the tournament, meaning costs vary based on demand. Back in December, the least expensive ticket for Saturday's opening match featuring Lionel Messi's Inter Miami was $349. It dropped below $80 this week, with FIFA also offering discounts to local students.
Ticket prices remain high for the July 13 final at MetLife. The get-in price for standard tickets sold from FIFA via Ticketmaster started at $927.70 as of Friday. But there, too, the selection was limited, with hundreds of tickets available in a swath of upper-level sections on the stadium's eastern side but none available across the pitch.
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