The Business Of The World Cup: Profit, Pricing And The Fan Experience

The FIFA World Cup remains one of the world's most celebrated sporting events, but rising ticket prices and FIFA's use of dynamic pricing have sparked debate about affordability and accessibility for fans. Joining us to explore the business side of the tournament is CEO of the UWI Arthur Lok Jack Global School of Business, Mariano Browne. He examines the commercial realities driving ticket prices, the impact on fan engagement and loyalty, and the broader economic role supporters play in the World Cup ecosystem, while considering how major global events can balance profitability with public trust and accessibility.