Not only is the upcoming World Cup not going to work out as beneficial to host cities Toronto and Vancouver as advertised, it might not even work out as well for FIFA as they had hoped.
The way these things usually work is: FIFA does pretty much whatever it wants and makes all its big money up front, while the host cities and their citizens carry all the risk and the expense. That's still how it works this time, except that FIFA's policy of charging top dollar for ticket prices may not be quite as effective as usual. While Canada was hugely excited by the prospect of holding World Cup games at first, the bloom is off the rose somewhat of late. Less than a week before the first games, hundreds of tickets remain unsold for events that were once expected to be oversold many times over.
Unlike many another country, soccer here is popular but a distant third or even fourth love, after hockey, baseball and basketball. Both Vancouver and Toronto are overwhelmingly cities of immigrants, most of whom have brought their idolization of soccer with them to Canada. But, as a nation, our national pride is invested much more in hockey, even in baseball and basketball, than it is in soccer. Football is not a core part of our national psyche, as it is for so many other countries.
So, there is a certain subset of the population that is socccer-mad, and will pay whatever it takes to watch a world-class display of football, even if that might be Ghana v Panama or Senegal v Iraq. But, past that, the delirium starts to fade, and there has been push-back against what many perceive as FIFA's greed and insensitivity. Even bona fide fans feel they are being charged exorbitant ticket prices. Even local hotels are only at about 80% capacity, which is about the same as usual during summer months. So, did FIFA miscalculate?
Embattled FIFA president Gianni Infantino claims that demand for tickets has been ten times that of the last two World Cups added together, but that doesn't seem to have played out here in Canada. Infantino claims that, "there are expensive tickets, yes, but there are also affordable tickets". The face value of the cheapest tickets to the opening game in Canada (the home team versus Bosnia & Herzegovina) starts at over C$1,000, which most Canadian fans (particularly recent immigrants) will find far from affordable. It feels to many residents like they are paying for the games, but still can't attend them.
One Toronto fan summed it up well: "I've given up, and at this point, I don't want to give my money to FIFA. I'm done with them. I get that, while they can control pricing, it feels like an affront to what makes football great: it's a sport for everyone. Accessibility ought to make it easier for fans - especially those living in the host cities - to see the games."
A "sports economist" from Concordia University explains that FIFA is in the business of maximizing its revenues, not of filling stadiums (and certainly not of providing a memorable experience for local fans). Sometimes it makes more commercial sense to sell high-priced tickets than to fill lower-priced seats. The practice from previous World Cup tournaments of making more tickets accessible to local residents has been supplanted this year by the more lucrative strategy of real-time variable pricing models, which it says "aligns with industry trends across various sports and entertainment sectors". As the sports economics prof puts it, "There is no competition, so they can behave in whatever immoral, unethical, improper way they want - unless fans are prepared to walk away." Well, it seems some fans at least have walked away.
Meanwhile, FIFA continues to make PR mistakes, further alienating local people. It has banned reusable water containers at the eleventh hour, and only allows fans to bring in one factory-sealed soft plastic disposable bottle of water. After that, they can of course buy FIFA's own high-priced disposable bottled of water to deal with the high temperatures expected during the tournament. Toronto's environmentally-conscious council has complained loudly.
There's even a "Reboot FIFA" campaign underway, looking to deliver "the largest single complaint FIFA will ever have received about the conduct of its senior officials", covering a range of issues including exorbitant ticket prices and the semi-official offering of a peace prize to a notorious war-monger.