Obscene World Cup ticket prices turn 'beautiful game' ugly | Opinion

As a performance coach who frequently works with athletes and corporate executives on finding their purpose, the first step is asking them if their actions and their values are in alignment.

If clients are considering taking action on something they're not quite sure about, I will implore them to ask themselves this question: “If I take a step in this direction, will this action be in alignment with my values?”

I often do this with myself as well if I am having “analysis paralysis” (indecisiveness) when faced with problems. I recently put this into practice when I was struggling with whether or not I should buy tickets for the upcoming World Cup in the United States.

Soccer brings people together

USA soccer fans attend a match against Belgium on March 28, 2026, in Atlanta.

Soccer has been an integral part of my life for a long time.

I was first introduced to the sport by my father in the late 1970s. He took me to watch our hometown Memphis Rogues compete in the old North American Soccer League.

I was hooked instantly. Over the years, I have been involved in virtually every aspect of "the beautiful game" – as a player, coach, referee and fan.

I love that all these years later, the game still connects me with people in often unexpected ways.

Just the other day, I was chatting with an Uber driver from Cameroon. I had the best ride with him while talking about Roger Milla, the legendary striker for his country's national team, which is nicknamed the Indomitable Lions.

I recently ate at a Colombian restaurant where the waiter and I had a blast talking about the passing and dribbling acumen of Carlos Valderrama, a former star player from his home country.

It never fails to delight me when this happens. In a world that seems so divided these days, I am grateful that soccer still enables me to connect with a vast array of people.

A beautiful game, with ugly pricing

The World Cup trophy sits at the John F. Kennedy Center for the Performing Arts in Washington, DC, on Dec. 5, 2025. The last Men's World Cup drew about 1 million international visitors in 2022 to Qatar. The 2026 tournament – 48 teams hosted across Canada, Mexico and the United States from June 11 through July 19 – is expected to attract several times that number, making it the largest in the history of football, what Americans call soccer.

I’m sad to say that I will not be attending the 2026 World Cup in my home country, though.

This event is supposed to showcase the game on a global scale and give optimism for the growth of the sport in the United States. Instead, as recent headlines indicate, it has become an apparent greedy cash grab from seemingly every entity involved.

The powers that be thought it would be a good idea to charge astronomical prices for tickets, change seating for many who bought reserved seats, allow restrictions on tailgating, charge a fortune for parking and gouge on public transportation costs – to name just a few of the boneheaded decisions that have been made. (FIFA officials have responded to the criticism by saying they are charging fair market prices.)

It sickens me that this World Cup seems to be more about maximizing profit to a gross degree than showcasing the sport and building goodwill between people from all over the world.

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My deep appreciation for soccer’s ability to connect people was cemented at Montverde Academy, traditionally one of the strongest high school programs in the nation. I spent time there as a player and later as the school's coach.

During my playing days there in the 1980s, I had the distinction of being the only American in the starting 11. It would be an understatement to say that a boy from Memphis, Tennessee, playing on a top squad at a boarding school in Florida with teammates from all over the world experienced a most impactful cultural education from this.

Many years have passed since, and my teammates have all returned to their countries of origin, but I still consider those guys my brothers.

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On the 10th anniversary of our graduation from Montverde, I reunited with some of my international teammates the last time the World Cup was held in the USA, in 1994.

We had a great time watching Germany play Spain at Soldier Field in Chicago. The average price of a World Cup ticket back then was $58.

This year, ticket prices range from several hundred to several thousand dollars each. While most of us could probably dig deep into our pockets to attend, we have all decided that it is not worth it.

Our next soccer reunion will have to wait for another event that is more feasible.

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World Cup organizers are alienating loyal fans

Balls with the FIFA World Cup 2026 logo at the start of a friendly soccer match between Colombia and France in Landover, Maryland, on March 29, 2026.

From posts and articles I have read on this subject, my Montverde brothers aren’t the only fans who are opting not to attend the games. For example, the U.S. national team’s World Cup debut on June 12 isn't sold out.

Most of the tickets for this game are more than $1,000. That price is enough to keep even the most hardcore fans from attending.

As a student of the game, I have read many books about the corruption and greed that often stain this sport at its top levels. As a fan, I have to compartmentalize the corruption and greed from the play on the pitch.

I will do this, again, when I watch this tournament on television from home.

We all know the saying: “Don’t hate the player. Hate the game.” In this instance, it’s the exact opposite. Hate the players behind the scenes, not the game.

My decision sits well with me, as my actions and values are definitely aligned with this.

Greg Graber, the author of "Slow Your Roll ‒ Mindfulness for Fast Times," is a mental performance and leadership coach. He supports Arsenal Football Club.

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This article originally appeared on USA TODAY: I love soccer, but I can't justify overpriced World Cup | Opinion