Organizers have for years struggled to sell out stadiums for soccer's biggest competition.

FIFA president Gianni Infantino said the demand for tickets hasn't gone down, showing that "maybe the price point was the right one."

2026 World Cup viewers quickly took to social media to complain about FOX implementing a commercial break during the FIFA-mandated hydration break in the first-half of Mexico-South Africa

Texas Attorney General Ken Paxton has launched an investigation into the Fédération Internationale de Football Association (FIFA) over allegations that the organization misled fans regarding the location and quality of seats sold for the upcoming World Cup matches.

The global soccer organization was also able to drop most of those rooms without paying a cancellation fee, a perk that is not always granted to organizations blocking off a large number of rooms.

Around 44,000 tickets disappeared from FIFA's official terminal in late May, which closely matched the new volume on resale sites.

The 2026 World Cup arrives in a trade environment no one anticipated when the bid was filed. What that means for brands, retail and the commercial bet on soccer.