Why UEFA’s Euro 2028 ticket strategy could win with fans
Why UEFA’s Euro 2028 ticket strategy could win with fans
Ahead of UEFA Euro 2028, MTM’s head of sport Ross Taylor spoke to Insider Sport about UEFA’s decision to broadly freeze ticket prices and rule out dynamic pricing for the tournament.
With more than 40% of tickets set aside for the two most affordable “Fans First” categories, Ross explains why UEFA’s approach is likely to resonate with supporters, particularly following criticism of ticket pricing for the 2026 FIFA World Cup.
He also explores the reputational risks that can come with dynamic pricing and why prioritising accessibility could prove a smart move for the tournament.
“Whilst events such as the Oasis comeback have shown that fans will sometimes swallow dynamic pricing for an event they really want to attend, the negative press and sentiment that accompanies this is an own goal for organisations,” says Ross. “It appears that UEFA are listening and levelling the playing field.”
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