With the 2026 World Cup bringing us the most expensive football fan experience of all time, there’s another governing body we can compare it to: UEFA.

The competition in the summer of 2026 was dogged by outrage over sky-high, demand-led pricing since tickets first went on sale — and European governing body UEFA are looking to price tickets far cheaper.

Therefore, Euro 2028 has a chance to endear itself to the fans whilst being a completely contrasting financial experience: here’s everything you need to know.

Dynamic Pricing: The Fault Line

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This is a key area where the two governing bodies differ the most. FIFA, for the first time at a World Cup, introduced dynamic pricing, meaning ticket costs fluctuated in real time based on demand, supply and other market factors.

It’s the same model that affected Oasis fans in 2024, and it did FIFA few favours — the most expensive final tickets, initially listed at $6,730, had climbed to $10,990 by the April sales window. For reference, the 2022 final was going for roughly $1,600, which shows the unnecessary hike that FIFA have since allowed.

FIFA, for its part, insists it uses “variable pricing” rather than dynamic pricing, a distinction few fans found convincing. The New York and New Jersey attorneys general were unconvinced too, launching a joint probe into FIFA’s ticketing practices.

For Euro 2028, UEFA has committed to no dynamic pricing, alongside equal pricing for regular group stage matches — ensuring a clear, consistent structure it says worked well at Euro 2024. After all the controversy, it becomes a direct rebuke of FIFA’s model.

Distribution: Who Actually Gets In

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Another key area where UEFA has focused on is access. Essentially, more than 40 per cent of the roughly three million tickets will sit in the most affordable categories, and over 80% will be available to fans of participating teams and the public — a welcome revelation for fans.

Crucially, tickets only go on sale after the December 2027 draw, so supporters know which teams they might see before committing.

There’s a face-value-only official resale platform with no seller fees, a ballot system to avoid queue chaos, and 10,000 tickets reserved for each qualified team’s supporters at every group game.

FIFA’s approach drew the opposite reaction; critics have argued its framework favoured wealthy and corporate buyers, with a late $60 “Supporter Entry Tier” widely dismissed as a token gesture amounting to a few hundred seats in 80,000-capacity stadiums.

Prices: The Euro 2024 Benchmark

It is important to state that nothing is guaranteed until Euro 2028’s numbers are published, and UEFA’s pledges remain in that state.

However, the philosophical divide between the two bodies is stark. FIFA have chased maximum yield and revenue and have faced a legal probe whilst UEFA has staked its pitch on affordability and transparency. This dichotomy has arguably been crystallised in UEFA’s strong opposition to FIFA’s plans to sell stakes in competitions to private investors.

Even allowing for a US market and inflation, the gap is enormous — and it’s exactly the comparison UEFA will want fans making. The difference in the finances will surely result in a higher interest from European fans, with the travel far easier across the continent.

Matthias Jaissle has quickly emerged as one of the most highly-rated young coaches in world football, building an impressive reputation despite still being in his thirties.

After making his name in the Red Bull coaching system and enjoying success with RB Salzburg, the German tactician has continued his rise with Saudi Pro League side Al Ahli, where his attacking philosophy and ability to manage elite talent have attracted attention from some of Europe’s biggest clubs.

Known for his high-intensity pressing, tactical flexibility and calm leadership, Jaissle has earned praise for developing young players while also delivering major honors. His rapid ascent through the coaching ranks has seen him linked with several high-profile managerial vacancies, particularly after Eddie Howe’s departure from Newcastle United, underlining his growing reputation as one of football’s brightest minds.

Matthias Jaissle Coaching Philosophy, Influences & Tactics

Given that the Al Ahli coach started his managerial life at FC Liefering, a reserve team for Red Bull Salzburg, Jaissle deploys a similar tactical setup to those utilised by other Red Bull teams and coaches, such as Ralf Rangnick and Jesse Marsch, with heavy emphasis on high pressing and direct play.

In 2024, he also revealed Jurgen Klopp, Thomas Tuchel, Pep Guardiola and Roberto De Zerbi to be influential coaches in the development of his coaching philosophy, which he acknowledges is constantly evolving.

During his time in Austria, the German coach would often opt for a narrow 4-4-2 or 4-3-1-2 formation when out of possession. This is used to create a compact and balanced defensive structure, minimizing the opposition’s ability to play between the lines or down the channels. This system also allows for rapid ball progression in the cases where it is turned over as a result of high pressing.

When building from the back, RB Salzburg would often adapt their shape into a 3-2-5, whereby the deep-laying midfielder slots into the back line, and the No. 10 drops into the midfield. This then gives permission for the full-backs to press higher up the pitch, out-numbering defenders and allowing for swift passing and movement in the attacking third.

Jaissle’s Al Ahli side often set up in a 4-2-3-1, but still builds up with a 3-2-5 or 2-3-5. Speaking to Sky Sports, however, he explained that it’s less about specific formations and more about his side’s’ footballing principles, saying:

During his time at RB Salzburg, Jaissle oversaw the development of multiple Premier League stars, including Leeds United duo Brenden Aaronson and Noah Okafor, as well as Manchester United’s Benjamin Sesko and Barcelona’s new forward, Karim Adeyemi.

Trophies Won by Matthias Jaissle

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Although Jaissle only took his first head coach role in early 2021, the German has accumulated an impressive trophy haul across his five-years in management. His first season in charge of RB Salzburg saw him win the domestic double, winning the league title and the Austrian Cup, whilst also leading his side to the Champions League knockout phase for the first time in the club’s history. The following season, he won back-to-back league titles by winning the 2022/23 Austrian Bundesliga.

Having been released by Salzburg just one day before the start of the 2023/24 season, Jaissle was appointed as the manager of the newly-promoted Saudi Pro League side Al Ahli. After overseeing a third-placed finish, and, in turn, qualification to the Asian Champions League, in his first season with the club, the German coach then went on to win both the AFC Champions League and the Saudi Super Cup the following season. Jaissle then added his most recent trophy to his list of honors, by winning back-to-back Asian Champions Leagues, becoming the first manager to ever do so.

Jaissle was also awarded the Saudi Pro League Manager of the Month award in April 2025, after his Al Ahli side failed to lose a single game that month, picking up ten points from five matches.

Matthias Jaissle’s Playing Career

Matthias Jaissle’s youth career saw him come through the academy of VfB Stuttgart, where he built a close relationship with current England boss Thomas Tuchel, who was a youth coach for Stuttgart at the time. Jaissle was capped by Germany at Under-21 level, before moving to TSG Hoffenheim, who played in Germany’s third tier of football in January 2007.

Playing as a centre-back, Jaissle’s contribution to his side’s efforts saw Hoffenheim experience back-to-back promotions, with their 2007/08 season being the club’s first in professional football. Unfortunately, the German was forced into retirement in 2014, aged just 25, due to injury. In total, Jaissle made just 60 appearances for Hoffenheim, netting twice.

FIFA President Gianni Infantino’s unveiling of the FIFA Forward Enterprise (FFE) has left world football’s governing body at the centre of a fresh scandal. The initiative plans to create a commercial entity that will be responsible for the World Cup’s commercial, sponsorship, and broadcasting rights.

The proposal is hoping to generate millions of dollars of revenue for its 211 member associations, but the involvement of private investors and their influence on major international tournaments has sparked grave concern across the international football community. Met by opposition from several confederations and football associations, its critics feel that FIFA’s proposal could have a highly detrimental effect on the sport if allowed to come to fruition.

But unlike these opposing organisations, the Mexican Football Federation (FMF) has chosen not to reject FIFA’s plan from the outset. Instead, they intend to review the project before making “the decision that is most appropriate.” The FMF’s position on the commercial entity has provoked strong criticism from football fans and sports journalists online.

FMF Statement

REUTERS/Henry Romero

Following the revelation of the FFE proposal earlier this week, the FMF weighed in on the discussion, publishing their own statement in response to the programme’s proposal:

“The Mexican Football Federation was notified by FIFA on July 28, 2026 regarding President Gianni Infantino’s proposal to increase the revenues of the FIFA Forward program, the main vehicle to promote the positive development of football in the world, based on a new Financial model.

“In the aforementioned communication, FIFA proposes that, for Federations to make an informed decision regarding their participation in said mechanism, it will open working tables to expand the information and documentation associated with the new model.

“In this regard, the FMF will exhaust said study and analysis process to make the decision that best suits the development of Mexican soccer.”

CONCACAF Response

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In contrast, and in unity with UEFA and the Asian Football Confederation, CONCACAF expressed its severe disapproval of FIFA’s commercial proposal in a statement published on its website. The soccer confederation, which represents North and Central America and the Caribbean, says it rejected FIFA’s plans to sell stakes in the World Cup to private investors, following a meeting with all 41 CONCACAF members yesterday.

Their statement read: “Concacaf is a confederation united by the love of our game, where football comes first. Guided by this philosophy over the past ten years we have built, from the ground up, an organization founded on service, transparent governance, and the long-term stewardship of football.

“History has shown FIFA and the football family what happens when the custodians of the game lose sight of these values.

“With this in mind, Concacaf today convened a meeting of the presidents of its 41 Member Associations, together with its President, Council members, and its FIFA Council members, to discuss a proposal developed and presented by the FIFA President to establish ‘FIFA Forward Enterprise’ and sell interests in the FIFA World Cup to private investors.

“During the meeting, the membership expressed deep concerns about the lack of due process surrounding the proposal, the artificially short deadline imposed, and the absence of any review or approval by the relevant FIFA governance bodies. In addition, the need for private equity investment to fund new and existing FIFA Forward programs following the most profitable FIFA World Cup in history was questioned.

“The discussion reinforced the need for greater transparency and proper governance.

“For these reasons, Concacaf and its 41 Member Associations have:

“Rejected the proposal;

“Tasked their FIFA Council Members with engaging FIFA to determine how existing vast FIFA reserves could be used to increase FIFA Forward funding for football development across our region; and

“Tasked their FIFA Council Members with instructing the FIFA President to ensure that any matter follows the proper governance processes via staff and FIFA Council, in accordance with the FIFA Statutes.

“Through these actions, Concacaf reaffirms that football’s future—and its greatest asset—must remain in the hands of our football family.”

Fan Reaction

REUTERS/Benoit Tessier/File Photo

Reactions from football fans online have mirrored the firm stance taken by the likes of CONCACAF.

“Joke of a federation,” wrote one. “These fools have no shame,” echoed another. “This is VERY embarrassing,” commented one fan emphatically.

Another online user shared both anger and disappointment at the FMF’s stance following Mexico’s positive contributions to the World Cup over the last month:

Another fan agreed, stating, “Took them less than a month to ruin all the good will, and then some, that the World Cup generated.”