SF Bay Area tops U.S. host cities in World Cup prices
Add Axios as your preferred source to
see more of our stories on Google.
A beer at the San Francisco Bay Area Stadium will set soccer fans back $24.50 — the highest concession price among U.S. cities hosting the World Cup.
Why it matters: Fans are paying dramatically different prices for food and drinks depending on which of the 11 U.S. host cities they're in.
State of play: Unlike previous World Cups, FIFA is using each stadium's existing concession operator rather than a single tournament-wide pricing model, per a spokesperson.
What they're saying: "Food and beverage pricing at FIFA World Cup 2026 stadiums is broadly in line with pricing at regular events held at each respective venue. As a result, prices may vary between venues," the spokesperson tells Axios.
- FIFA didn't respond to a question about how the revenue is shared among FIFA and the venues.
Case in point: A 20-ounce water bottle — one of the few items every U.S. stadium offers at concession stands — costs $7 at the SF Bay Area Stadium (aka Levi's Stadium). In Atlanta, it's only $3.
- Fans attending matches in Santa Clara are paying remarkably high prices, with cocktails ranging from $21 to $37, the New York Post reports. Food isn't much cheaper: A Polish hot dog costs $11 and a brisket sandwich is $18.
Zoom out: In Houston, where prices are on the lower end compared with other U.S. cities, World Cup attendee Elizabeth Feria said higher prices are "to be expected for a major event."
Yes, but: Fan Didier Occident, who was at the Brazil-Haiti match last week in Philadelphia, told Axios the prices were too expensive.
- "I go to a lot of sporting events and I knew with the way that FIFA was kind of gouging with the tickets" that prices would be high, "but for us, this was a once-in-a-lifetime thing."
💭 Nadia's thought bubble: Yikes, maybe it's worth grabbing something to eat or drink after the game ends?