A Veteran's View on a Commercialized Tournament
Brian Tompkins, a former coach of the University of Wisconsin‑Milwaukee and Yale men’s soccer programs, says he will not attend the 2026 World Cup, citing its shift toward commercialization and sky‑high costs.
In a recent interview with USA Today, Tompkins recalled the inclusive atmosphere of past World Cups, when tickets were affordable enough for fans across the globe, and contrasted that with the current pricing model that now sees resale tickets for the final reaching tens of thousands of dollars.
Ticket prices set by FIFA have risen dramatically; the cheapest seats for the Los Angeles, Canadian and Mexican matches are being resold on secondary markets for as much as $7,000, while the final’s base price jumped from $6,370 in October to $32,970 in May.
The coach also pointed to dynamic pricing strategies that mirror those used by the NBA Finals and the Super Bowl, where inflation‑adjusted costs have surged from modest figures to over $10,000 for premium seats.
Tompkins expressed frustration with FIFA’s reputation for corruption and the unaffordability of the tournament for ordinary fans, noting that even basic amenities such as a message‑board access now carry a $79 fee.
Despite his criticism, the Milwaukee native says he will still watch the games, rooting for his beloved Brewers and staying connected to his American hometown.
He drew a parallel with the recent Winter Olympics in Italy, where ticket prices remained steady and no price gouging was observed, suggesting that the World Cup could adopt a more fan‑friendly approach.
Tompkins, who attended four World Cups over two decades, remains hopeful that future tournaments will restore the spirit of accessibility that once defined the competition.