FIFA’s pricing strategy for the 2026 World Cup risks doing lasting damage to football’s reputation in North America. By prioritising short-term revenue over accessibility and atmosphere, FIFA is undermining the fan culture that gives the game its global appeal. In a market where football still competes with established sports, excluding core supporters weakens the live experience, erodes trust, and ultimately harms the long-term business of the game.

Como 1907's Cesc Fabregas and Mirwan Suwarso talked to The Athletic's James Horncastle at SXSW London 2025 on building a global brand from a football club on Lake Como to a luxury brand that can cross borders and is built on Cesc’s, Como’s and Italian values.