World Cup 2026 fan costs spark debate over pricey jerseys and stadium prices

During the 2026 FIFA World Cup, German influencer Cathy Hummels criticised Austria’s away kit on the live show “WM‑WG”, describing it as looking “like varicose veins” and comparing it to her 90‑year‑old grandmother’s calves.

An analysis of official national team jerseys showed a wide price gap: the cheapest replica (Jordan) sells for about €32, while premium authentic versions from Nike, Adidas and Puma range from €150 to €160. The German national team’s replica jersey is priced around €100, with only about €11 of that reaching the manufacturing cost. The majority of the revenue goes to the DFB licence (€6.50), taxes (€15.95), advertising (€2.90) and distribution (€2.77), leaving roughly €60 for retailers and Adidas, which earns about €19.80 per shirt.

Stadium food and drink prices have also drawn criticism. In U.S. venues, a 0.6‑liter beer can cost up to $23 (≈ €19.80), while softer drinks and snacks often exceed €6. In contrast, Atlanta’s Mercedes‑Benz Stadium chose to keep prices low, offering a 0.6‑liter beer for 7.15 CHF, hot dogs and 0.65 L soft drinks for 1.60 CHF, and a whole pizza for 14.30 CHF, defying FIFA’s standard pricing guidelines.

These discussions highlight fan concerns over the high cost of merchandise and stadium concessions at the tournament.