UEFA has announced a broad freeze on ticket prices for Euro 2028, offering fans an affordable alternative to the controversial pricing policy of FIFA World Cup. This move means that supporters will be able to purchase five tickets for the price of a single parking space at a World Cup stadium in the United States this summer.
The Euros, set to take place in England, Scotland, Wales and the Republic of Ireland, will allocate 40% of tickets to two most affordable categories under its "Fans First" initiative. For comparison, during Euro 2024 in Germany, the cheapest group stage tickets were priced at £26 and £52. UEFA aims to keep these below £30 and £60 respectively for 2028.
There will be four categories in total plus a small number of VIP+ tickets which will provide funding to freeze prices for general fans. However, no detail on pricing at this level has been confirmed yet.
Comparing with FIFA's World Cup pricing policy
FIFA's pricing policy at this summer's World Cup has been met with controversy due to its high costs. The cheapest group-stage games were originally priced at $220 (£167), while the most expensive reached up to $700 (£523).
In contrast, fans attending Euro 2028 could potentially see all three group games at Euros for less than one category three World Cup ticket price. Despite pressure leading FIFA introducing limited $60 (£45) tickets across all matches; average charges reported by The Athletic indicate that parking spaces alone cost around $175 (£133).
UEFA promises each country participating in Euro 2028 access to reserve up-to-10k tickets per match - more than double what was allocated by FIFA despite larger stadium capacities during their event. Unlike FIFA’s dynamic pricing model, which has led to inflated prices, UEFA will not employ such a strategy. Instead, they promise that roughly half of the tickets will be affordable.
Fair pricing for disabled fans
UEFA also addresses the issue of ticket pricing for disabled fans. Unlike the World Cup where disabled fans must pay full price without a free ticket for a companion, Euro 2028 offers disabled supporters access to the cheapest categories and allows them to request a complimentary ticket for an assistant.
UEFA's resale value will be face value, contrasting with World Cup tickets which are resold on secondary markets at inflated prices. FIFA takes an additional 30% cut - 15% each from buyer and seller. A comprehensive list of ticket prices and sales dates for Euro 2028 is expected to be announced in autumn 2027 with sales commencing after the draw in December.
Like the World Cup, Euro 2028's ticket prices will rise through knockout rounds; however, they are expected to remain significantly lower than their counterparts at FIFA events. UEFA’s approach towards fan-friendly pricing policies is set to make Euro 2028 more accessible than ever before. With affordable tickets across all categories including special provisions for disabled fans and fair resale practices; it seems UEFA is truly putting 'Fans First'.
