It is becoming the main problem of live sports. Whether it’s a Serie A match, Champions League, Euroleague, or an American sports event, ticket prices have reached exorbitant levels, cutting out a significant portion of fans and turning supporters into occasional attendees. A new conception of sports that is now especially evident in major competitions, such as the World Cup or the Olympics. These, moreover, take place every four years and therefore have a greater sense of exclusivity. Even for initiatives that, at first glance, seem commendable and inclusive. This is happening for Los Angeles 2028: the American Olympic Committee has reserved several entries for residents, but the costs are indeed very high.
As revealed by the English newspaper The Guardian, in fact, the initial enthusiasm for the 2028 Olympics has quickly given way to controversy among Los Angeles residents, grappling with ticket prices deemed excessive by many and unexpected additional costs. After the opening of local pre-sales on April 2, reserved for residents of Southern California and Oklahoma City, tickets were put on sale with prices starting from $28 up to several thousand. However, the cheapest tickets sold out in record time, especially for the most sought-after events like gymnastics and athletics.
Many users found themselves forced to opt for significantly more expensive solutions. Adding to the financial burden, a service fee of 24%, justified by the organizing committee as necessary to cover operational expenses, including customer service during the Games. Those who participated in the online queue for ticket purchases on April 3 saw the line disappear even before entering the purchasing room. Some spent $1,200 to attend the artistic and rhythmic gymnastics qualifiers and sailing finals, while others paid $11,000 for eight athletics tickets, of which nearly $400 went to fees. “They talked about $28 tickets, but in reality, they weren’t available,” several Los Angeles residents confessed to the Guardian.
In response to the criticism, LA28 CEO Reynold Hoover defended the sales strategy, emphasizing that hundreds of thousands of tickets at the minimum price were indeed purchased by local residents. Spokesperson Gigi Gutierrez also highlighted that the prices for the most popular events are in line with those of major international sporting events, such as the Super Bowl or the World Cup. Concerns remain strong, especially in local communities. In Inglewood, a predominantly African American and Latino city that will host the opening ceremony and some major events, residents fear they will suffer the inconveniences of the event – traffic, noise, and congestion – without benefiting in any way. According to the organizing committee, this pricing policy is necessary to ensure the economic sustainability of the event, whose budget exceeds $7.1 billion, thus avoiding an impact on public finances, unlike what happened in previous editions of the Games. Perhaps the Olympics will not impact the finances of municipalities, but they will certainly affect the pockets of enthusiasts.