Football Supporters Europe Calls For Ban On Dynamic Ticket Pricing
Football Supporters Europe (FSE) has called on the European Commission to ban dynamic ticket pricing across live entertainment, including football, arguing that the practice is unfair, undermines trust in ticketing systems and risks pricing loyal supporters out of the game.
The organisation has joined consumer rights group Euroconsumers, Live DMA and other partners in urging lawmakers to prohibit dynamic pricing through the forthcoming Digital Fairness Act.
Dynamic pricing allows ticket prices to fluctuate in real time based on demand. While FSE acknowledges the model can have benefits in competitive markets, such as reducing food waste or improving energy flexibility, it argues football is fundamentally different because supporters typically have only one opportunity to buy tickets from a single seller.
According to FSE, supporters are paying higher prices not because the product or experience has changed, but simply because demand is greater. The organisation believes this creates unequal treatment between fans attending the same match while prioritising revenue over supporter access.
FSE argues that dynamic pricing effectively penalises loyalty by turning demand into what it describes as a “bidding war”, claiming the system benefits only the seller rather than supporters. It says the growing use of the pricing model risks excluding many of the fans responsible for creating the atmosphere, culture and identity of football, while adding further uncertainty and expense to an already costly matchday experience.
The organisation also highlighted the increasing use of dynamic pricing in football, pointing to examples ranging from domestic league matches to FIFA World Cup ticket sales. It believes access to sport and culture should not be determined by who can pay the most at a particular moment.
As part of its campaign, FSE is calling for legislation that would ban dynamic pricing for live entertainment events, require ticket prices to be transparent and predictable, and ensure supporters are treated fairly when purchasing tickets.
