2018 FIFA World Cup Russia – Pricing Strategy

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With the 2018 FIFA World Cup just around the corner, we thought would be good idea to review the FIFA tickets pricing strategy.

The 2018 FIFA World Cup™ has offered four different prices categories:

Category 1 – this category represents the highest priced tickets and located in prime areas within the Stadium

Categories 2 and 3 – these two categories are located outside of the Category 1 area.

Category 4 – this is the category with most affordable ticket prices and is sold exclusively to, and must be used by, individuals fulfilling the personal condition of Russian Residency.

Additionally FIFA reserves the right to allocate specific seats to a different ticket category on a Match-by-Match basis. There will be two types of tickets available for the 2018 FIFA World Cup™.

  • Individual Match Tickets: These are tickets for a specific Match, which are available for Match No. 1 to Match No. 16.
  • Team Specific Ticket Series: These are tickets for a for a specific host city (Kazan Arena, Spartak Stadium, Fisht Stadium, Saint Petersburg Stadium)
  • Venue Specific Tickets: These are tickets for all group stage matches, semi-finals and Match for Third Place, played at the specific venue. They do not include the Final in Saint Petersburg

The FIFA’s Secretary General, Fatma Samoura, said:  “We wanted to make sure that we priced tickets fairly to make the events accessible to as many people as possible. We therefore conducted thorough market research and have priced the tickets accordingly.”

Comparing the ticket price for the 2018 FIFA World Cup in Russia and 2014 FIFA World Cup in Brazil, it can be seen slight increase in the cost of the cheapest tickets for foreign fans by about 16%.  The best and affordable prices of tickets for group match will sell for $105; this is $15 higher than the tickets in Brazil for the same group match.

The most expensive is the category one and it will sell for the final game at $1100, a $110 (11%) increase on the equivalent tickets in Brazil in 2014.

Russian residents will be able to purchase the tickets at the discounted price, the cheapest ticket for the final retail at 1,280 (approximately $22) and the most expensive will be offered at 7040 rubbles (approximately $123).

So far, the following numbers of tickets for the FIFA Confederations Cup 2017 had been sold:

  • The Visa pre-sale period – 48,504 tickets sold
  • Sales Phase 1 – the random selection draw – 82,478 tickets sold
  • Sales Phase 1- the first-come, first-served sales phase came – 211,745 tickets sold (via FIFA.com/tickets)
  • Last minute Sales Phase will be open from April 19- July 2, 2017

In total, 695,000 tickets are available for general public purchase. Fans can purchase up to six tickets per match, up to a maximum of ten matches.

The 2018 FIFA forecasted $5.5 billion revenue for the 2018 World Cup in Russia and predicted that there will be more than 3 million tickets available for sale. For more information go to FIFA’s official website.

 

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