CAN ANY COUNTRY DO ANYTHING ABOUT WORLD CUP TICKET PRICES?

La Nación, Argentina:  Text on the right says “Many complaints about the prices of tickets” 

The cost of tickets for the World Cup is, and let’s not beat about the bush, ludicrous.  They are far, far too expensive for the ordinary fan.  The media and others have been going apoplectic, seeking someone to blame but not, in our view, addressing the real challenge, namely can we actually do anything about this, or will fans, albeit through gritted teeth, suck it up and find the money?

And while I understand why the media have latched onto this story, it’s worth pointing out that they won’t have to pay for their travel, accommodation or entry to the ground. It’s the real fans, the Tartan Army, and its equivalents in every other country, who are being shafted here. We all know (or are ourselves) keen Scotland fans who have gone to every game they can and who are now, for reasons of unbridled greed, going to be denied a possible one-in-a-lifetime opportunity to see our country at a World Cup.

It’s easy to blame President Trump. His knowledge of football can probably be written on a postage stamp with a whitewash brush, but we need to remember that the tournament is being played in three countries and ticket prices are extortionate in all of them. Yes, Trump carries weight, and yes, the sucking up to him by way of a faux Peace Prize was laughable and demonstrates the lack of scruples of that other President, Mr Infantino.  But let’s be in no doubt. The blame lies squarely with FIFA, and unless I’m mistaken it’s Mr Infantino who is the person who can solve this, a thought which I’ll return to below.  But first, some other important points. 

In particular, the fact that in the USA price gouging – dynamic pricing and the re-selling of tickets – is allowed, makes it more likely that FIFA is going to make an enormous amount of money and then claim that this is for the good of the game. This is not an entirely hollow boast.  It’s worth pointing out that the more money FIFA makes the more will eventually drip down to Scotland (and other countries).  That will be good for our game, hopefully percolating down to the grassroots and making it more likely we can qualify for future international tournaments. The distribution of this money must be transparent.  It’s also worth pointing out (and we’ve checked this) that the price of tickets to big sporting events, in the US at least, is humongous, whether it’s for the NBA, FI or the Superbowl. This means that many in America and Canada are not as exercised about the cost of the games. This was borne out by an interview I listened to on Talksport with an American journalist, who said the publication of the prices had not caused much of a fuss over there. And today (Saturday 13^th), I hear on the radio that FIFA says ticket sales are going well. But none of these facts makes the prices being charged next summer justifiable. 

While we, naturally, concentrate on Scotland, fans across the globe are equally incensed.  On TalkSport, I’ve heard English supporters saying they simply can’t afford to go to watch their team. In relatively poorer countries (Argentina, Brazil or the African countries for example) fans are equally angry. Our Ops Director (who has relatives in the country) looked at the Argentine press online and discovered, unsurprisingly, just the same level of angst as there is here (as shown above and below). Across the Scottish media we hear the same story from members of the Tartan Army.  But does anyone think FIFA cares?   And that brings me round to the real challenge.

ESPN Argentina: Text says “The fans accuse FIFA of ‘betrayal’ over the price of World Cup tickets.”

I’ve seen some people saying the SFA should do something.  On its own, realistically, what can the SFA do?  Withdraw from the tournament in high dudgeon?   Make representations to FIFA that will have any impact?  Well, as regards the latter, I suspect they will be doing just that, but does anyone think FIFA will listen?  The latter knows that the tickets will, in all probability, all be sold and they will then be, in their own eyes, vindicated. It doesn’t have to be like this.  FIFA can still make enormous wads of cash and redistribute it for the greater good of the game without p*ssing off the vast majority of real football fans. So, what can be done?  Here are some challenging questions…

Let’s say the SFA decides take the high moral ground and withdraws from the tournament. Would you, as a Scotland supporter, applaud that, even though it means that after qualifying for the first time in decades you wouldn’t then be able to see our country in the World Cup and might be kicked out of future World Cups?  Bear in mind that Scotland is part of a joint-bid for the Women’s World Cup in 2035.

Could governments get involved?   Bearing in mind that Mr Trump is not exactly a big fan of Europe, do you really think that would carry any weight?  If he’s prepared to sell Ukraine down the river, why would he not just lean on FIFA and tell them to kick out those pesky Europeans?

Or could UEFA demand that prices are reduced and that if they are not then all its members will pull out?  It’s well known that FIFA competes with UEFA, but again, would fans from all the European countries which have qualified be happy about not getting to the World Cup?  It would only take one or two countries to break away and decide to go to Mexico, the USA and Canada for a major crisis in European football to erupt. 

Football Supporters Europe has made its feelings crystal clear, but will its members decide, again taking the high moral ground, to boycott the tournament? If no European fans travelled, that would send a very powerful signal.  However, the reality is that some fans would break ranks and still make their way across the Atlantic and attend a few games, irrespective of the cost. 

Yet to my mind it’s Europe that might be able to change Mr Infantino’s mind.  If UEFA’s countries threaten to withdraw it would create a crisis for FIFA.  The European countries’ teams are amongst the strongest in the world and cumulatively have won the World Cup more often than those from any other continent.  Mr Infantino might not want to be seen by history as the man who destroyed football’s major international tournament. He is, I understand, motivated (amongst other things) by a desire to demonstrate how much money he generates for football. He seems to see himself as football’s visionary strongman. But for those of us who remember the biblical story, Samson, the strongest man in the world, brought the temple crashing down on himself.  I doubt Mr Infantino wants that as his epitaph. Coupled with a lot of behind the scenes lobbying and the rapidly growing hostility of the world’s media, UEFA has the clout to bring this issue to a head. But does it have the balls?  I’m not holding my breath.

Stuart Murphy, CEO, Scottish Football Union