Zohran Mamdani, who is currently leading the race to become mayor of New York City, has launched a “Game Over Greed” petition that calls on FIFA to abandon its plan to use dynamic pricing for the 2026 World Cup, which will be co-hosted across the United States, Canada and Mexico.
Eight World Cup matches will take place at MetLife Stadium in New Jersey, including the final, but FIFA’s host city agreement is with both New York City and New Jersey. Mr Mamdani’s voice is growing in significance after a poll by the New York Times and Siena University this week revealed that 46 percent of likely voters currently planned to vote for the Democratic nominee, which places him substantially clear of second-placed Andrew Cuomo, who recorded 24 percent of support in a four-way race.
FIFA confirmed on a briefing call to media last week that the organisation plans to use dynamic pricing. On the same call, a FIFA official, who spoke on the condition of anonymity, said ticket prices would start at $60 for the cheapest group-stage seats (but FIFA did not specify how many tickets would be priced at $60) and range up to as high as $6,730 for the most expensive non-hospitality tickets for the final.
However, prices are subject to change because FIFA is adopting a dynamic pricing model, by which prices vary based on the demand shown by consumers. The FIFA officials on the briefing call said this would allow FIFA to maximize revenues and attendance.
Dynamic pricing has often been associated with drastically high prices for in-demand sport, entertainment and music events. Yet during the FIFA Club World Cup earlier this summer, it worked in favor of fans for some games because FIFA’s struggles to drive a market for their newly conceived competition saw prices fall dramatically. For example, standard admission pricing for FIFA’s Club World Cup semi-final between Chelsea and Fluminense at MetLife Stadium was reduced to just $13.40 at one stage, having been priced at $473.90 less than 72 hours earlier. However, demand for the much more established and venerated World Cup next summer is expected to be higher and that is likely to mean increased prices.
FIFA has said it expects to make over $3 billion in ticket sales from the competition. FIFA World Cup chief operating officer Heimo Schirgi has also confirmed FIFA will operate its own resale platform, which will have no cap on secondary sales. When asked by The Athletic to state the fees or percentage of resales FIFA would claim from sales on its official platform, a spokesman said it would be finalized at a later date.
The World Cup trophy will be won in New Jersey next summer, but FIFA’s host city agreement is with New York City, too (Mike Stobe – FIFA/FIFA via Getty Images)
These developments have not been well received everywhere, and now The Athletic can reveal that Mamdani, whose mayoral platform centres on affordability, is launching a petition that demands FIFA reverses its dynamic pricing policy, reinstates a cap on ticket resales, and sets aside 15 percent of tickets for local residents at a discount.
The petition, which Mamdani confirmed on Tuesday night on his social media platforms, says: “The FIFA World Cup is coming to New York City next year. It’s an incredible opportunity for economic growth and community spirit in our city — but only if working-class New Yorkers can actually attend the matches.
“This year, for the first time, FIFA is using dynamic pricing for ticket sales. They can raise prices, in real time, depending on how much profit they think they can make off us. Those tickets can then be resold on an official FIFA platform with NO price cap — yet another method of gatekeeping the game. And to make matters worse, unlike for the past three World Cups, there are no seats set aside for local residents.
“The biggest sporting event in the world is happening in our backyard and the vast majority of New Yorkers won’t be able to see it.
“We are signing this petition and sending a clear message to FIFA demanding:
- No dynamic pricing
- Reinstatement of the cap on ticket resales
- 15% of tickets set aside for local residents at a discount
“It’s time we put the game above greed and host a World Cup all New Yorkers can afford to enjoy.”
The biggest sporting event in the world is happening in our backyard. But most New Yorkers will be priced out of watching it live.
Sign our petition calling on @FIFAWorldCup to put game over greed. pic.twitter.com/Rkky7Sq4HN
— Zohran Kwame Mamdani (@ZohranKMamdani) September 10, 2025
FIFA has been approached for comment.
Earlier this summer, FIFA was sent a letter by Football Supporters Europe (FSE), a group that lobbies for the interests of football fans, to express “serious concerns” about reports — including in The Athletic — that indicated FIFA would use dynamic pricing.
The letter, addressed to general secretary Mattias Grafstrom, said: “Supporters and consumers make great efforts, both financially and personally, to follow their teams. They should not be penalised by opaque pricing systems that reward affluence and algorithmic timing. Introducing dynamic pricing without clear guardrails or justification sends the wrong message at a time when fans across the world already face rising costs and growing barriers to participation.
“The FIFA World Cup is not just another entertainment product. It is a once-in-a-lifetime experience for millions of fans around the world. Supporters plan, travel, and save for years to be part of this global celebration of football. Introducing a pricing model that rewards those who can pay the most or click the fastest risks turning a unifying global celebration into a pay-to-play spectacle.”
(Top photo: Michael M. Santiago / Getty Images)
