American World Cup pioneer Rothenberg says dynamic pricing is here to stay

Dec 4 : Alan Rothenberg, the architect of the 1994 World Cup in the United States, said that criticism of the dynamic ticket pricing model for the 2026 tournament reflected the fact that such practices had become commonplace in sports and entertainment.

With the expanded 48-team tournament taking place across the United States, Mexico and Canada next year, debate over ticketing has intensified, with fans expressing frustration over the model. 

However, Rothenberg — who transformed U.S. soccer through his leadership as chairman of the organising committee for the 1994 tournament, as well as co-founding Major League Soccer — argues that this practice is now unavoidable.

"In 1994, there was no concept of dynamic pricing. Today, I think we're all accustomed to it for concerts and sporting events," Rothenberg told Reuters on Wednesday. "Some people are obviously priced out, which is a shame."

FIFA opened ticket sales in September, announcing surging prices, with fans paying different amounts according to market demand along their three stages and seats starting at $60.  

"They start out with basic pricing and then move on to dynamic pricing. For games that might not be as attractive, with teams that are not as highly ranked, you can still get tickets at an affordable price, so there's flexibility," Rothenberg added.

Although dynamic pricing is legal when companies follow transparency and consumer protection regulations, and is normally used for hotel bookings and air travel, the practice of adjusting costs based on demand has sparked backlash.

FAN FESTIVALS

Last year, Oasis fans complained when ticket prices surged, prompting the reunited British band to abandon the model for their North American tour. Similarly, Taylor Swift opted