Dynamic pricing adding to ‘dystopian’ 2026 World Cup, ex-Liverpool CEO says
By Frank Dell’Apa
Published on April 27, 2026.
Peter Moore, former CEO of Liverpool FC, has accused FIFA of increasing ticket prices and creating a "dystopian" 2026 World Cup. Moore blames dynamic pricing, along with greed, for the high prices and 30 percent cut of dynamic pricing. The former Liverpool CEO has criticised FIFA President, Gianni Infantino, for using this tactic to profit from ticket resales. Moore argues that tickets are now in the hands of bots and speculators, who aim to harvest them for sale in the next six to eight weeks. FIFA expects to gross $3bn on ticketing and hospitality sales alone. The World Cup also faces challenges under travel bans imposed by President Donald Trump, including those from Ivory Coast, Haiti, Iran and Senegal.
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