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November 18, 2022

Qatar World Cup ticket revenue to fall well short of Russia 2018

Around 22% less in sales is expected to be generated as a result of low ticket prices and small stadiums.

By Euan Cunningham

Ticket revenue for the 2022 edition of the FIFA World Cup men’s national team soccer tournament in Qatar is likely to be down 22% in comparison to 2018, GlobalData Sport research shows.

The Business of the FIFA 2022 World Cup report shows that a tournament sell-out in Qatar would see 3.14 million fans attend across 64 games and generate $360.3 million in ticket revenues.

Qatar 2022, which begins on Sunday (November 20) and ends on December 18, would have to sell 96.6% of its available ticketing inventory to surpass the total of $382.32 million generated at Russia 2018.

However, a relative shortfall of around $22 million is expected is expected as a result of low ticket prices and small stadiums.

Jake Kemp, a sport analyst at GlobalData, explained: “Qatar custom-built its stadiums to meet the needs of FIFA. However, they were designed to only meet the minimum permitted seating capacity – around 40,000 for most games and 80,000 for the final.

He added: “The price of tickets across the tournament varies between $11 and $1,611, with the average price being $104.23. This is lower than 2018’s event, where the average ticket cost $118.84. The price of Tier 3 Group Stage matches in Qatar is down 31% on what fans paid in Russia four years ago, and it is only the latter-stage competition matches that have seen a 23-40% increase in price.”

The largest arena to host games will be the Lusail Stadium just north of Doha, with a capacity of 80,000. However, there is then a sharp drop in terms of potential attendance – six of the other seven venues will have a tournament capacity of 45,000 or fewer.

Elsewhere in the report, it has been revealed that Nike’s annual tournament spend for the World Cup has reached an estimated $147.75 million, as the US sportswear giant looks to retain its dominance in the kit supplier market over rival brands.

it also finds that Nike has secured 40.63% visibility at the flagship national teams competition by securing kit supplier deals with 13 of the 32 teams participating in the tournament – almost double the amount of rival Adidas.

Image: David Ramos/Getty Images

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