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Football supporters across Europe could benefit from major changes to ticket pricing after campaign groups called on the European Union to outlaw dynamic pricing for sporting events.
The proposal comes amid growing criticism of fluctuating ticket costs, with FIFA's pricing model at the 2026 World Cup attracting widespread scrutiny.
Football Supporters Europe have called for a ban on dynamic pricing
Football Supporters Europe (FSE) has urged the European Union (EU) to introduce a ban on dynamic pricing for football tickets as part of the upcoming review of the European Commission's Digital Fairness Act.
The supporters' organisation has teamed up with multinational consumer rights group Euroconsumers and the live music network Live DMA, arguing that supporters are being “penalised for passion” by unpredictable ticket prices.
Campaigners say football differs from many other markets because supporters have no genuine alternative once tickets go on sale.
“There is only one organiser, one event, one date and often one dominant ticketing platform,” FSE said. “Consumers have no meaningful alternative when prices suddenly increase.”
The groups argue that supporters are paying more for the same seat simply because demand has risen, making football and other live events increasingly inaccessible for many fans.
FSE is calling on legislators to ensure ticket prices are “clear, predictable and fair”, having first written to the European Commission alongside Euroconsumers, Live DMA and Reset! Network last year.
The campaign has gained added relevance following criticism of FIFA's use of dynamic pricing during the 2026 World Cup, where ticket prices have fluctuated significantly depending on demand.
UEFA has already confirmed it will not use dynamic pricing at Euro 2028 and has pledged that 40% of tickets will be available in its more affordable “Fan First” category.
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Football supporters deserve to know what they will pay when tickets go on sale, rather than watching prices change by the minute simply because demand is high.
UEFA's commitment to avoiding dynamic pricing at Euro 2028 is a very encouraging step, but a wider ban across the European Union would provide far greater protection for supporters.
Hopefully, that approach also influences future global tournaments, with fans expecting fairer and more transparent pricing by the time the 2030 World Cup arrives after widespread criticism of FIFA's ticketing model in 2026.