October 26: UEFA has reiterated that there will be no dynamic pricing at Euro 2028 as organizers start working on the practicalities of moving millions of fans around the UK and Ireland.
UEFA met with more than 100 representatives of fan groups across Europe at Wembley for the tournament’s first Fan Forum, with the countdown reaching 600 days to the opening match.
Around three million tickets will be made available for the tournament, with around 42% in the cheapest categories and more than 80% going to supporters of participating teams and the general public. UEFA has also confirmed that prices will be fixed rather than changing according to demand, a stark contrast to FIFA’s dynamic pricing system for the World Cup.
Tickets will wait to go on sale until after the final draw for the tournament in December 2027, obviously so fans know where and when their team is playing before applying.
An official resale platform will also operate at face value, with no seller fees.
Much of the Wembley meeting focused on the less glamorous aspects that really decide the smoothness of a tournament: transport, fan zones, public viewing, communication and support services.
Euro 2028 is expected to attract around six million visitors across all host countries, with particular emphasis on transport between cities and the ability of supporters to follow their team without unnecessary hurdles to jump.
To help with this, all 24 participating teams will have a dedicated Supporters Liaison Officer, who will act as a link between fans, national federations, UEFA and local organisers.
Football Supporters Europe (FSE) and the Football Supporters’ Association are also discussing a wider joint project with UEFA and the UK and Ireland organizing team covering fan initiatives during the tournament.
ESF director of institutional affairs Stuart Dykes said the initial meeting had laid “the foundations for a tournament shaped by the expertise and experience of the fans”.
A second Fan Forum is planned for February 2028, at which point the emphasis will shift to delivery, with host cities, police and other operational partners brought into the discussion.
Before that, attention turns to Belfast, where the draw for Euro 2028 qualification will take place on December 6. Qualifying begins in March 2027, with teams divided into 12 groups of four or five.
Contact the writer of this story, Harry Ewing, at (email protected)
