UEFA Set to Freeze Euro 2028 Ticket Prices to Keep Games Affordable

UEFA is planning to freeze the majority of ticket prices for Euro 2028, in a move aimed at maintaining affordability for supporters across the United Kingdom and Ireland, who will jointly host the tournament.

Under the proposed structure, the cheapest tickets are expected to remain below £30, aligning closely with pricing strategies used at Euro 2024 in Germany.

Affordable Pricing Strategy

UEFA also intends to cap the next pricing tier at under £60, mirroring the €30 and €60 categories previously introduced.

Significantly, more than 40 per cent of all tickets are expected to fall within the most affordable bracket, underlining the organisation’s commitment to accessibility.

Contrast with World Cup Costs

UEFA’s approach stands in sharp contrast to that of FIFA, with ticket prices for this year’s World Cup reportedly rising to as much as £6,000.

According to reports, a fan attending Euro 2028 could watch up to five group-stage matches for roughly the same cost as a single stadium parking space at the World Cup, currently priced at around $175.

Criticism of FIFA’s pricing model has been widespread. Lindsay Owens, executive director of the Groundwork Collaborative, accused the governing body of exploiting market conditions.

“FIFA has embraced a familiar opportunity: permission to price-gouge,” Owens said.

She added that, despite claims that pricing reflects domestic market conditions, FIFA retains full control over both primary and secondary ticketing platforms and could implement more fan-friendly measures if it chose to do so.

Tournament Details

Euro 2028 is scheduled to take place from 9 June to 9 July 2028, with matches set to be hosted across multiple cities, including Cardiff, Glasgow, Liverpool, London, Dublin, Birmingham, Newcastle and Manchester.

UEFA confirmed that ticket sales will commence following the final draw, which is currently planned for December 2027.

Commitment to Fans

In a statement, UEFA reaffirmed its position on accessibility, stating that it “remains firmly committed to fan-friendly ticketing”.

The governing body’s pricing strategy is expected to be welcomed by supporters, particularly in light of growing concerns over the rising cost of attending major international tournaments.