Despite the global scope of the FIFA World Cup, thousands of tickets remain unsold for the six matches scheduled at BMO Stadium (renamed Toronto Stadium during the tournament), two weeks before the event kicks off.
The reason? The exorbitant price of tickets. For the first match played in Toronto, which will pit Canada against Bosnia-Herzegovina, it costs $1,370 for the furthest seats and more than $3,100 for the best remaining seats, which far exceeds the cost of monthly rent for many residents.
I wouldn’t even have paid that much to see the Blue Jays in game seven of the World Series against the Dodgers, even if we won this time
says Cam Sharpe, a Toronto resident.
With such a high entry price, it doesn’t really encourage locals to go.
Additionally, contrary to what one might expect for an event of this magnitude, Toronto is not experiencing a particular spike in hotel reservations.
The occupancy rate for June and July remains around 80%, which corresponds to normal seasonal averages for the summer period, indicates Kelly Jackson of Destination Toronto.
The FIFA sales process
Although thousands of seats remain vacant, experts argue that FIFA favors maximum profitability rather than completely filling the stadium.
However, the absence of closed windows is not necessarily a failure for the organization, according to Moshe Lander, a sports economist at Concordia University.
Do we absolutely want to sell all the tickets? Maybe not. Maybe this isn’t how I maximize my profits
he says.
Even if fewer people can afford it and some tickets are not sold, it could still prove more profitable than filling the stadium at a price more affordable for spectators, he explains.
Contacted by CBC, FIFA did not respond to requests for comment.
This is the most important World Cup in the history of the competition, which will be held for the first time in three countries. Toronto is one of 16 North American host cities.
Photo : Radio-Canada / Evan Mitsui
An approach which also aroused the anger of supporters on a global scale last December, when FIFA’s plans did not allocate any tickets in the cheapest category to the participating teams (the standard allocation of which is 8% of the stadium capacity).
Faced with the outcry, FIFA had to lower its prices for qualified countries.
Before Ontario capped resale prices last month, some tickets fetched tens of thousands of dollars. FIFA has temporarily suspended its official resale platform to comply with local legislation.
Local disappointment
Meanwhile, the cost to Canadian taxpayers is now estimated at more than $1 billion for hosting the games in Toronto and Vancouver.
This policy risks excluding the most passionate supporters, underlines Gareth Wheelercommentator for the channel OneSoccer.
It’s more important than the Olympics. It’s the biggest tournament on the planet. And I think it’s safe to say that, for the moment, no one really feels it
he notes.
I don’t think it helps create a good atmosphere in the stadium when you prevent the most passionate people from entering.
According to him, the real pulse
Competition will instead be felt in bars, neighborhood gatherings and private parties.
The City of Toronto also had to backtrack on its fan festival. Initially announced as free, the project ultimately provided for an admission fee of $10.
Faced with popular discontent, the Municipality has revised its position: 80% of festival tickets will now be free.
If Cheri Bradish, professor of sports management at Metropolitan Toronto University (TMU), adds nuance by recalling that foreign tourists have not yet arrived in town and that they could buy the remaining tickets at the last minute, the uncertainty remains.
With information from CBC
