For the first time, a FIFA World Cup will be held in three countries simultaneously: Mexico, the United States, and Canada. While this unprecedented continental celebration is promising, it also threatens to become the most expensive tournament for fans in history. The drastic rise in ticket prices, lodging costs, transportation, and travel packages has frustrated many supporters, making it difficult for them to attend and see their national teams in action. This evolution in the tournament's pricing structure raises concerns over accessibility for average fans.

Javier Balseca, a sports marketing analyst, elaborated on the issue for Milenio, highlighting that the price increases are not merely results of inflation or typical market trends. Instead, they indicate a disproportionate leap in the costs associated with the biggest sports event globally. This change presents challenges even for seasoned sports marketing professionals to explain through traditional parameters. The increasing commercialization of football has commodified the experience, resulting in a disconnect between the sport and its grassroots supporters.

The implications of such high costs could significantly alter the demographic of attendees and the atmosphere at matches, as average fans may be priced out. This shift raises questions about the long-term sustainability of football as a popular sport among the general public if the trend of viewing it as a ‘premium product’ continues unchallenged. As preparations for the tournament unfold, stakeholders must address these financial barriers to ensure that attending the World Cup remains a dream for all fans, not just the wealthy few.