A cold beer at a football match has never been cheap. But the 2026 FIFA World Cup, spread across the US, Canada, and Mexico, is threatening to push stadium concession prices into genuinely absurd territory, with a single cup of beer potentially costing fans more than £15.
That number isn’t hypothetical. During a recent warm-up match between England and New Zealand at one of the tournament’s host venues, domestic beer prices ranged from $16.75 to $18 per cup, which converts to roughly £12.50 to £13.44. Those are pre-tournament prices. The expectation is that World Cup matchday pricing will be even steeper.
The 2026 tournament is the largest ever staged, featuring 48 teams competing across 104 matches in three countries.
Fan backlash has been swift. Reports from The Sun highlighted widespread outrage after the England-New Zealand friendly, with supporters calling the pricing exploitative.
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