Toronto’s $10.7M FIFA World Cup Ticket Resale Plan: A Strategy to Recover Hosting Costs

Toronto is considering a $10.7 million investment in FIFA World Cup hospitality packages. The plan involves purchasing ticket bundles, including luxury box seats and amenities, and reselling them at marked-up prices. The proposal, which aims to generate revenue for the city, has sparked debate among councillors. Some believe it is a smart financial move, while others compare it to ticket scalping.

Why Toronto Is Buying FIFA Hospitality Packages

FIFA controls all ticket sales for the 2026 World Cup, including those for games hosted at Toronto’s BMO Field. However, as a host city, Toronto has the chance to buy ticket packages before they reach the public market. These hospitality suites often appeal to corporate buyers willing to pay premium prices for exclusive access.

According to Sharon Bollenbach, head of Toronto’s FIFA 2026 Secretariat, the city sees this as an opportunity to generate revenue. She argues that leaving these packages unsold would be a missed financial opportunity. The city has begun negotiations with potential buyers, primarily corporations looking for premium seating options.

Concerns Over Ticket Scalping and Financial Risks

Some councillors are pushing back against the plan. Coun. Jon Burnside has raised ethical concerns, stating that the city is acting like a resale marketplace. He argues that governments should not engage in ticket flipping.

Coun. Josh Matlow has also criticized the move, suggesting that Toronto is forced to take this step because of a poor financial agreement with FIFA. He believes the city is struggling to recover costs after committing to the event.

One major risk is that Toronto is investing millions without knowing which teams will play at BMO Field. The schedule will not be released until later this year. If demand is lower than expected, the city could struggle to sell the packages at profitable rates.

Rising Costs of Hosting the FIFA World Cup

When FIFA awarded Toronto the right to host six games in June 2022, the estimated cost to the city was $300 million. However, that figure has now increased to $380 million, with $200 million covered by federal and provincial governments.

Expenses include:

• BMO Field upgrades: Temporary seating expansions will raise capacity to 45,000.
• Security and safety measures: Large-scale events require significant investments in public safety.
• Inflation-related costs: Construction and operational costs have risen.

Potential Revenue and Future Considerations

Coun. Anthony Peruzza sees the ticket resale plan as a smart business move. He questioned why the city is not purchasing even more packages to maximize potential profits.

Bollenbach has stated that Toronto retains the right to buy more tickets if demand is strong. However, the city must wait for the final team assignments before determining how much revenue can be generated.

If Toronto successfully sells the packages, it could help offset some of the rising expenses. However, if sales do not go as planned, the city could face additional financial strain.

More…

• https://www.cbc.ca/news/canada/toronto/toronto-fifa-world-cup-1.7487028
• https://dailyhive.com/toronto/toronto-buy-millions-fifa-world-cup-tickets
• https://torontosun.com/opinion/columnists/torontos-world-cup-deal-shows-it-to-be-worse-by-the-day