Euro 2028 organisers rule out the use of dynamic ticket pricing
By Jamie Gardner, PA Chief Sports Reporter
Organisers have ruled out using dynamic ticket pricing for Euro 2028 in the UK and Ireland.
Football Association chair Debbie Hewitt, who also chairs the tournament board, insists making affordable tickets widely available is “fundamental” to ensuring a successful tournament.
Dynamic pricing – where prices rise and fall depend on demand – has long been adopted by hotel companies and airlines among others, but is much less common in the UK for sport and entertainment event tickets.
The issue was placed firmly in the public consciousness in the summer of 2024 when it became clear a dynamic pricing model was being used in the sale of tickets for Oasis’ reunion tour, with prices rising sharply as people waited in the queue to purchase them.
The UEFA #EURO2028 brand was revealed to fans in spectacular fashion earlier this evening at exactly 20.28 on the giant Piccadilly Lights screens in the heart of London’s iconic Piccadilly Circus 📸 pic.twitter.com/eQmpFAU7ij
— The FA (@FA) November 12, 2025
FA chief executive Mark Bullingham ruled out any repeat though when Euro 2028 tickets go on sale.
“There won’t be any dynamic ticket pricing. I think that’s really well established,” he said at the tournament launch.
“I think there are a couple of basic principles (organisers will adopt) – one is not dynamic ticket pricing, and the other one is there will be approximately half of the tickets in Category Three and also the Fan First category, which is the category below that.”
Category Three tickets cost €60 for Euro 2024 with Fan First tickets costing €30.
FIFA has faced criticism for adopting what it calls a “variable” pricing structure for next summer’s World Cup.
The global governing body points to the fact that such pricing is commonplace in North America where the tournament is being held. FIFA has also pledged to ring-fence some tickets for specific fan categories, which will be at a fixed price.
Hewitt said it was “fundamental” that tickets be affordable for Euro 2028 and added: “Right in the front of our minds is, this has to be an affordable Euros to a significant number of people who are waiting.
“One of the things that I give UEFA credit for is that they’ve never pushed back from that. We would all make it clear that actually the revenues from this tournament are crucial because they get redistributed to football.
“So there’s no point in us saying, ‘it’s free, everybody come along’, because we’re not going to do the right thing then by the game, but it’s equally right that we give thought and we’re creative as to how we make sure that as many as possible can access at an affordable price.”
Bullingham said organisers were also looking at ways to subsidise travel costs for those with tickets. He said an announcement confirming ticket pricing was likely to be made in the final quarter of 2027.
He said fans were also firmly in organisers’ thinking when a 5pm kick-off time was selected for the finale. The Euro 2020 final kicked off at 8pm, with US television audiences partially in mind.
“That (the kick-off time) was actually a conversation we had with UEFA some time ago about how do we make it accessible as possible for fans,” Bullingham said.
“Clearly, on a Sunday night, travel options are more limited than on some other evenings, so we thought that was a really good step forward.”
