UEFA has announced that it will largely maintain ticket prices for Euro 2028, allowing fans to purchase five tickets at the same cost as a single parking space at World Cup venues in the United States this summer. This decision is expected to greatly benefit supporters attending the tournament, which will take place across England, Scotland, Wales, and the Republic of Ireland.
Affordable Options for Fans
For Euro 2028, UEFA plans to allocate 40% of tickets to the two most economical "Fans First" categories, ensuring that attending the matches remains accessible to a wide range of supporters. In comparison, for Euro 2024 in Germany, the lowest-priced group stage tickets were set at €30 (£26) and €60 (£52). UEFA aims to keep the pricing for Euro 2028 below £30 and £60 for these categories, providing significant savings for fans compared to other major tournaments.
The ticketing structure will include four categories in total, along with a limited number of VIP+ tickets. The revenue generated from VIP+ ticket sales will play a crucial role in enabling UEFA to freeze ticket prices for general fans, further enhancing affordability. While details regarding pricing for higher-tier tickets remain undisclosed, it is anticipated that they will be lower than those seen at the recent FIFA World Cup.
A Comparison with FIFA’s Pricing Strategy
The ticket pricing strategy for Euro 2028 stands in stark contrast to FIFA's controversial approach during the upcoming World Cup in the United States, Mexico, and Canada. Initially, the cheapest group-stage tickets for England were priced at $220 (£167), while the most expensive tickets reached up to $700 (£523). In response to criticism, FIFA did introduce a limited amount of $60 (£45) tickets for all 104 matches, but this only scratches the surface of the exorbitant prices associated with World Cup tickets.
Furthermore, the average price for parking at World Cup matches in the United States has surged to approximately $175 (£133), with costs at prime venues like MetLife Stadium reaching $225 (£171) for group-stage games. In contrast, UEFA has committed to reserving 10,000 tickets for each participating country for all group matches, a significant increase from FIFA’s allocation of fewer than 4,000 tickets per national association.
Enhanced Accessibility for Disabled Fans
Another notable difference between the two tournaments lies in the treatment of disabled fans. At the World Cup, disabled supporters are required to pay full price for tickets without any complimentary options for companions. However, for Euro 2028, disabled fans will enjoy access to the most affordable ticket categories and the opportunity to request a free ticket for a helper, promoting inclusivity within the tournament.
Additionally, UEFA's resale policy for Euro 2028 will allow tickets to be sold at face value, contrasting sharply with FIFA's secondary market practices, which often result in inflated prices and a 30% commission taken by FIFA from both buyers and sellers. As the excitement builds for Euro 2028, a detailed list of ticket prices and sales dates is expected to be released in autumn 2027, with the first sales window opening following the draw in December.
In summary, UEFA's commitment to keeping ticket prices low for Euro 2028 offers a refreshing alternative to the high costs associated with the World Cup, prioritizing fan accessibility and satisfaction. With host venues such as Everton Stadium, Wembley Stadium, and Hampden Park set to welcome fans, there is optimism that the tournament will be enjoyable and affordable for all supporters.
