Euro 2028 organisers rule out the use of dynamic ticket pricing

Dynamic pricing – where prices rise and fall depend on demand – has long been adopted by hotel companies and airlines.

Organisers have pledged that dynamic ticket pricing will not be used for Euro 2028 (James Manning/PA)

Organisers have ruled out using dynamic ticket pricing for Euro 2028 in Ireland and the UK.

Football Association chair Debbie Hewitt, who also chairs the tournament board, insists making affordable tickets widely available is “fundamental” to ensuring a successful tournament.