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.
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Phil Martin Author, journalist and veteran of eight major tournaments, and England top capper, with a background in sports writing, editing and publishing.