FIFA’s Innovative Ticketing Strategy for the 2026 World Cup Yields Massive Early Revenue
Even before official ticket sales for the 2026 FIFA World Cup have commenced, the organization has already secured substantial income from its novel ticketing approach. This fresh business model has generated millions in advance profits for the Fédération Internationale de Football Association (FIFA).
Understanding the “Right To Buy” Token System
Instead of selling traditional tickets upfront, FIFA has introduced a digital mechanism where fans purchase “Right To Buy” (RTB) tokens. These tokens do not grant immediate access to matches; rather, they offer holders the opportunity to buy one or two tickets once they become available at a later date. Essentially, buyers are investing in the chance to secure tickets rather than the tickets themselves.
According to The Athletic, these RTB tokens can cost hundreds of thousands of dollars. Buyers are promised guaranteed access to tickets for specific matches, although the exact seating sections remain undisclosed. Importantly, purchasers must pay the full ticket price when redeeming their tokens-a price that FIFA has yet to finalize.
Early Sales Figures and Financial Impact
To date, over 30,000 RTB tokens have been sold, corresponding to approximately 70,000 potential tickets. This has translated into direct revenue exceeding $14.3 million. When factoring in indirect sales and potential future transactions linked to RTB tokens, total earnings could surpass $25 million, as reported by the same source.
Public Perception and Criticism of FIFA’s Ticketing Approach
The complexity and opacity of FIFA’s ticket distribution have sparked criticism among fans and commentators. Some perceive the system as overly convoluted and potentially misleading. For instance, sports analyst Jacob Wenger tweeted on September 7, 2025, expressing frustration over the confusing terminology and the lack of straightforward ticket sale announcements, urging FIFA to simply disclose ticket availability and pricing.
“The way FIFA is going about 2026 World Cup tickets feels so scammy. Drops. Ticket packs. Right-to-buys. Incredibly confusing language that feels intended to deceive. Just say when tickets are going on sale and name your prices.” – Jacob Wenger (@_jwngr)
Looking Ahead: The Future of World Cup Ticketing
FIFA’s adoption of digital tokens for ticket rights reflects a broader trend in event ticketing, where blockchain and tokenization are increasingly explored to combat scalping and fraud. However, the success of this model depends heavily on transparency and clear communication with fans. As the 2026 tournament approaches, stakeholders will be watching closely to see if this innovative strategy enhances the fan experience or fuels further controversy.