Peter Moore has called on the governing body to “sort out” their structures ahead of the summer spectacular

Former Liverpool CEO Peter Moore has expressed his disappointment with FIFA’s current ticketing strategy for the 2026 World Cup. Moore is far from the first in the space to voice concerns, as watching football in person becomes increasingly difficult for the average fan.

Moore, who served as Liverpool’s CEO from 2017 to 2020, has called on FIFA to reconsider its ticketing approach, stating that it is “completely detached from the very soul of football.”

Moore has urged FIFA to “sort out” its ticketing strategy before it’s too late. He expressed concern that the current model prioritises revenue over the reality of the average, passionate football supporter. These are the fans who save for years to attend the World Cup, travelling across continents and bringing the spirit, colour, and noise to the games.

Moore, who has attended five World Cups, described them as “life chapters” about culture, connection, and unity through football. He emphasised that the issue of ticket pricing carries significant weight given his extensive experience in the sports and entertainment industries.

During his career, Moore has held senior roles at Reebok, Sega, Microsoft, and Electronic Arts (EA). He recalled standing “shoulder to shoulder” with FIFA during its 2015 controversy when senior officials were charged with bribery, racketeering, and money laundering. Despite many sponsors distancing themselves from FIFA, EA continued to work with them, keeping millions of fans connected to football and the World Cup during a time of low trust in the organisation.

The controversy of dynamic pricing

FIFA’s ticket pricing for the upcoming World Cup has already sparked controversy. The Football Supporters’ Association (FSA) has criticised the ticket pricing policy as excessively expensive and unfair to fans. The introduction of dynamic pricing, a model that the FSA has urged FIFA to abandon, is one of the main reasons behind the increase.

A recent investigation revealed the high costs fans would face, including flights, tickets, and accommodation, to attend the World Cup. Moore echoed the FSA’s sentiments, stating that the current approach feels detached from the essence of football. He argued that football should not be a luxury product reserved for the highest bidder, but rather, it belongs to the people.

The future of FIFA ticket pricing strategy

While public criticism may not be enough to force FIFA to reconsider its pricing model, the results it produces might. FIFA claimed in January to have received half a billion ticket requests for the World Cup.

If a large proportion of tickets are held outside genuine fan demand, there is a risk that stadiums may not be full for many matches. This could pose a significant issue for FIFA, even if revenues reach record levels, especially given its ambition to deliver the biggest and best World Cup in history.

Moore concluded by saying, “The World Cup should unite the world, not divide it by price. Football deserves better. And so do the fans. Come on, FIFA, sort this out… It’s not too late.”