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FIFA has resorted to drastic measures for Club World Cup as Lionel Messi's presence fails to achieve desired results.
The long-anticipated inaugural edition of the expanded FIFA Club World Cup kicks off on June 14th with a match between Egyptian giants Al Ahly and Lionel Messi’s Inter Miami.
Set against the backdrop of a $1 billion prize pool and hosted at Miami’s Hard Rock Stadium, the tournament was expected to draw significant attention, especially with the global appeal of Messi.
However, reality has fallen well short of expectations, with tens of thousands of tickets still unsold just days before kickoff.
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FIFA had banked on the star power of Messi and the growing soccer culture in the United States to drive demand.
Yet, with fewer than four days remaining until the opening whistle, the 65,326-seat stadium remains far from full.
Despite the Messi effect, American fans have not flocked to the box office in the numbers FIFA had hoped for, raising concerns about the optics of a sparsely attended opener on a global stage.
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FIFA Slashes Tickets for Students
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In response to the sluggish ticket sales, FIFA has been forced to slash prices dramatically, introducing emergency discount packages aimed particularly at younger audiences.
Among the most eye-catching offers is a deal exclusive to students at Miami Dade College, a five-game ticket bundle, including the highly promoted opening match, for just $20.
That breaks down to a mere $4 per game to watch international club action, including Messi himself.
This move stems from a partnership established in 2024 between FIFA and Miami Dade College, which has over 100,000 enrolled students.
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While the "$20 for 5 games" deal is limited to the college community, ticket prices for the general public have also been slashed.
According to The Athletic, as recently as this week, the cheapest ticket dropped to $55, half the price it was just a few weeks ago and a fraction of what fans were paying as early as December 2024, when prices reached $349.
FIFA is utilizing a dynamic pricing model that adjusts ticket costs based on real-time demand, but the lackluster interest has exposed vulnerabilities in the tournament’s launch strategy.
Despite Messi’s presence, the disconnect between FIFA’s projections and the actual market response highlights the challenges of selling international club football in a still-developing U.S. soccer landscape.
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