Soccer-American World Cup pioneer Rothenberg says dynamic pricing is here to stay
Published on: Dec. 5, 2025, 3:37 a.m. | Source: Devdiscourse
Alan Rothenberg, the architect of the 1994 World Cup in the United States, said that criticism of the dynamic ticket pricing model for the 2026 tournament reflected the fact that such practices had become commonplace in sports and entertainment. With the expanded 48-team tournament taking place across the United States, Mexico and Canada next year, debate over ticketing has intensified, with fans expressing frustration over the model.
