The Beautiful Game’s Bitter Taste

The FIFA World Cup 2026 bears little resemblance to its former glory days, where elegance, skill, and individual brilliance defined the sport. As Pele noted in 2014, “They don’t care about the beautiful game.” What happened to a sport that once captivated millions? A combination of commercialization, corporatization, and a focus on winning at all costs has led to the devaluation of the beautiful game.

The year 1974 marked a turning point in football’s history. Joao Havelange’s election as FIFA president ushered in an era of lucrative global sponsorship deals with premium partners like Adidas and Coca-Cola. These commercial marketing relationships continue to this day, fueled by broadcast rights that skyrocketed with national network deals beginning around 1980 and followed by sports cable subscriptions.

The increase in sponsorship and broadcasting revenue brought unprecedented financial rewards for teams. However, the game’s focus shifted from beautiful play to winning at all costs, rendering traditional styles of play outdated. This shift has led to a disconnection between fans and the sport they once loved. In England, where football was once the working-class pastime, providing affordable entertainment and escape, buying tickets for English Premier League games is now prohibitively expensive.

A recent survey by English supporter groups found that top-tier football ticket prices in England have increased by 800 percent since 1990. Meanwhile, international football has become FIFA’s cash cow, with tournament ticket prices ranging from $60 to over $10,000. The governing body has generated nearly $9 billion in revenue.

Ticket prices for the World Cup have steadily risen since the United States last hosted the tournament in 1994. In that year, a category one World Cup final ticket cost $475, which, adjusted for inflation through 2026, would be equivalent to approximately $1,074.45. However, the largest price hike – and steepest by far – from one World Cup to another was from the 2022 edition to 2026, where a category one ticket increased 600 percent when adjusted for inflation.

This commercialization has led to a sport that prioritizes profit over passion. The beautiful game has been reduced to a spectacle for the wealthy few who can afford exorbitant ticket prices. Even FIFA’s plan to expand the tournament to 48 teams has added additional revenue through more matches and advertising breaks, but it also dilutes the experience for fans.

Despite this commercialization, glimpses of the beautiful game still exist in this most commercial of World Cups. The Netherlands’ 1974 team played a brand of fast, fluid, and attacking football that has become iconic. Similarly, Brazil’s style of play at the 1982 World Cup in Spain wowed crowds, even if it ultimately proved unsuccessful.

The question remains: can the beautiful game regain its former glory? Or will it continue down the path of commercialization and corporatization, pricing out fans who once loved it for its elegance and skill? The answer lies with FIFA and participating teams. Will they prioritize profit over passion or strive to create a sport accessible and enjoyable for all?

The bitter taste of the beautiful game’s decline lingers on the lips of football fans worldwide. It is time for change – a return to the days when the game was about more than just winning. The future of football hangs in the balance: will it be a beautiful game or a bland one?