With reference to your article (World Cup’s dynamic pricing model lays bare Fifa’s singular motive: profit, at all costs, 4 September), Fifa is a not-for-profit organisation. The revenue it generates is reinvested to fuel the growth of football – men, women, youth – throughout Fifa’s 211 member associations globally.
Fifa is focused on ensuring fair access to our game for existing, but also prospective fans. Fifa will retain ringfenced allocations that are set aside for specific fan categories, and these allocations will be set at a fixed price.
The Fifa resale platform will provide fans looking to sell or buy tickets on the secondary market with a safe and secure method to do so, as permitted by US legislation. The fact that secondary market activity is legally open renders it necessary to have a ticketing model that reflects our responsibility to provide access to fans, while at the same time ensuring as much value as possible is retained for redistribution into the game around the world.
Bryan Swanson
Fifa director of media, Zurich
