Peter Moore has called on the governing body to “sort out” its structures ahead of the summer spectacle.
Former Liverpool CEO Peter Moore has expressed his disappointment with FIFA’s current ticketing strategy for the 2026 World Cup. Moore is far from the first to raise concerns as it becomes increasingly difficult for the average fan to watch football in person.
Moore, who served as Liverpool’s CEO from 2017 to 2020, called on FIFA to rethink its approach to ticketing, saying it was “completely disconnected from the soul of football”.
Moore has called on FIFA to “sort out” its ticketing strategy before it is too late. He expressed concern that the current model prioritizes revenue over the reality of the average, passionate football fan. These are the fans who save for years to attend the World Cup, travel across continents and bring the spirit, color and noise to the games.
Moore, who has played in five World Cups, described them as “life chapters” about culture, connection and unity through football. He emphasized that the issue of ticket prices is of great importance due to his extensive experience in the sports and entertainment industry.
Over the course of his career, Moore has held senior positions at Reebok, Sega, Microsoft and Electronic Arts (EA). He recalled standing “shoulder by” FIFA during the 2015 controversy when senior officials were charged with bribery, extortion and money laundering. Although many sponsors distanced themselves from FIFA, EA continued to work with them, keeping millions of fans connected to football and the World Cup at a time of low trust in the organization.
The Dynamic Pricing Controversy
FIFA’s ticket prices for the upcoming World Cup have already sparked controversy. The Football Supporters’ Association (FSA) criticized the ticket pricing policy as excessively expensive and unfair to fans. The introduction of dynamic pricing, a model that the FSA has called on FIFA to abandon, is one of the main reasons for the increase.
A recent investigation found that fans would face high costs to attend the World Cup, including flights, tickets and accommodation. Moore echoed the FSA’s views, stating that the current approach was disconnected from the essence of football. He argued that football should not be a luxury product reserved for the highest bidder, but should rather belong to the people.
The future of FIFA ticket pricing strategy
While public criticism may not be enough to force FIFA to rethink its pricing model, the resulting results could be enough. FIFA said in January it had received half a billion ticket requests for the World Cup.
If a large proportion of tickets are held outside of real fan demand, there is a risk that stadiums will not be full for many games. This could pose a significant problem for FIFA even if revenues reach record levels, especially given its goal of hosting the biggest and best World Cup in history.
Moore concluded by saying: “The World Cup should unite the world, not divide by price. Football deserves better. And so do the fans. Come on, FIFA, sort this out… It’s not too late.”
