News Summary

• Organisers have ruled out using dynamic ticket pricing for Euro 2028.
• Football Association chair Debbie Hewitt insists affordable tickets are ‘fundamental’ to ensuring a successful tournament.
• Dynamic pricing – where prices rise and fall depend on demand – has long been adopted by hotel companies and airlines among others.
• It is much less common in the UK for sport and entertainment event tickets.
• The issue was placed firmly in the public consciousness in the summer of 2024 when it became clear a dynamic pricing model was being used in the sale of tickets for Oasis’ reunion tour.