Fans First, for once – and why UEFA feel like they’re finally reading the room
02.04.26, 08:00 Updated 03.04.26, 08:09 3 Minute Read
Phil Martin
As the final ticket‑sales phase for the World Cup opened this week, UEFA launched their own Pepsi challenge when it comes to ticket prices.
FIFA will spend this summer shaking every last penny out of fans’ pockets; on the flip side, UEFA have already committed not to follow that same approach when it comes to Euro 2028.
The experience at Euro 2024 proved it. The Fans First tickets – genuinely affordable, fairly distributed and available in meaningful numbers – set the tone for a tournament that actually felt like it wanted supporters in the stadium, and not merely wanted to harvest their bank details.
Add in subsidised travel across host cities on matchdays and even the day after, as well as cut‑price high‑speed train travel across Germany, and suddenly following England didn’t feel like open‑wallet surgery. It wasn’t perfect, but it made the whole experience far more palatable for travelling fans.
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