Soccer fans attending FIFA World Cup matches in the United States have voiced strong criticism regarding the high prices of concessions within stadiums. Social media platforms have become a hub for attendees to share their astonishment at the cost of items such as soda, water, beer, and food.
One viral TikTok video highlighted prices including $9 for a 16.9 oz bottle of Coca-Cola and $7 for bottled water at an undisclosed World Cup venue. Commenters on the video expressed disbelief, with some suggesting such pricing is "not legal" or should be "free, especially in this heat." For comparison, a 2-liter bottle of Coca-Cola is available online for around $3, and a large pack of bottled water costs approximately $5.
Reports from other US venues indicate similarly high prices. At Arrowhead Stadium in Kansas City, pretzels were reportedly priced at $12 and jumbo hot dogs at nearly $14. In Los Angeles, at SoFi Stadium, loaded BBQ brisket nachos were listed at $23, chopped brisket burritos at $20, and a "Twinkie cheeseburger" at $22 as of June.
International fans, particularly those accustomed to lower concession costs at European sporting events, found the American prices especially jarring. A creator from the UK noted that vendors at Miami's Hard Rock Stadium were charging $19 for a single cocktail and $27 for a double, with beer costing $16.50. Thomas Schüller, a German engineer, recounted paying 24.25 Canadian dollars (approximately $17 USD) for a beer in Toronto, stating it was "three times the cost of what I pay in my country."
An Associated Press report indicated that European fans typically pay around €4 to €5 for a beer, a stark contrast to the prices encountered in North America. Some fans accused FIFA and stadium vendors of price gouging, particularly for essential items like water, with one social media user estimating a 1,700% markup on a bottle of Coca-Cola.
However, not all attendees found the prices unreasonable, with some pointing out that similar costs are common at US sporting events. Others suggested that the high ticket prices for World Cup matches, which can reach tens of thousands of dollars, might justify the elevated concession costs for some fans.