{"id":7052,"date":"2026-06-13T02:52:38","date_gmt":"2026-06-13T02:52:38","guid":{"rendered":"https:\/\/www.fintechpulse8.com\/?p=7052"},"modified":"2026-06-13T02:52:38","modified_gmt":"2026-06-13T02:52:38","slug":"remembering-the-1994-us-world-cup-when-tickets-cost-25","status":"publish","type":"post","link":"https:\/\/www.fintechpulse8.com\/?p=7052","title":{"rendered":"Remembering the 1994 US World Cup, when tickets cost $25"},"content":{"rendered":"

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Top tickets to the 1994 World Cup finals in the US sold for $475. This year, finals tickets at MetLife Stadium in New Jersey are selling for more than $10 000.<\/p>\n

It was far cheaper for a reason. Over 30 years ago, the prospects for the tournament were far from certain. The US, accustomed to superpower status in all things, was at best an also-ran in men\u2019s national football.<\/p>\n

It didn\u2019t even have a proper domestic league. The old North American Soccer League had folded after the 1984 season, and Major League Soccer did not begin play until two years\u00a0after the World Cup.<\/p>\n

\u201cWe weren\u2019t sure how successful it would be, but we knew Americans love a big event,\u201d said Alan Rothenberg, chairman and chief executive of the 1994 tournament, who was also president of US Soccer at the time and oversaw the football matches for the 1984 LA Olympics.<\/p>\n

Read: Fifa World Cup: How will that work in Trump\u2019s America?<\/p>\n

Rothenberg \u2013 an attorney who has also represented teams like the LA Lakers, LA Clippers and Portland Trailblazers, as well as athletes Bruce (now Caitlyn) Jenner and Greg Louganis \u2013 took advantage of his LA entertainment connections.<\/p>\n

Whitney Houston, the Three Tenors, Robin Williams and other stars were drafted in to help draw crowds to stadiums. \u201cWe brought in every celebrity you could think of,\u201d Rothenberg said.<\/p>\n

But the\u00a0suspicion the US wasn\u2019t really a football nation was compounded at the opening ceremony, after\u00a0Diana Ross danced the length of the pitch\u00a0to take a penalty kick and yanked the ball far left of the goal, which was unfortunately\u00a0rigged to split apart to simulate a wonder-strike.<\/p>\n

This year, Fifa and the organisers have decided to copy the Super Bowl, America\u2019s premier sporting occasion. For the first time, the final will feature a polished, halftime show featuring Madonna, Shakira and South Korean boy band BTS.<\/p>\n

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US singer Diana Ross sings to the crowd gathered inside Chicago\u2019s Soldier Field stadium on 17 June 1994 during the opening ceremony for the 15th World Cup football. Image: Kazuhiro Nogi\/AFP via Getty Images<\/p>\n<\/div>\n

Despite the early doubts, the \u201894 tournament began to pick up steam. Sponsors included a mix of enduring brands \u2013 Gillette, McDonald\u2019s and Adidas \u2013 and some that have vanished, like Pontiac. Because play in football is rarely interrupted, unlike American football, US TV broadcasters had to figure out creative ways to slip ads into games.<\/p>\n

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ABC and ESPN turned the new on-screen score-and-clock box into advertising space, rotating brands including Snickers and Coca-Cola.<\/p>\n

American fans, who\u2019d been turned off by low scores, also learned to appreciate the game\u2019s flow. \u201cOne great play, one awful play \u2013 it could be night or day,\u201d Rothenberg said.<\/p>\n

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\u201cThe fans got their hearts in their mouth from the opening kick right to the end.\u201d<\/p>\n<\/blockquote>\n

Selling soccer to America<\/strong><\/p>\n

Football was so new to the US in 1994 that it was dubbed the sport\u2019s \u201cfinal frontier\u201d. Magazine ads to promote the games showed a cowboy lassoing a football. Another, with the caption \u201cIn 1994, Football Season Starts On June 17th\u201d, was illustrated with a photo of a man holding a football in the pose of American college football\u2019s Heisman Trophy.<\/p>\n

\u201cI was handed a budget for an awareness campaign, like a new product launch,\u201d said John Kristick, a sports consultant who oversaw promotion for the tournament. \u201cIt\u2019s fundamentally different now. We are a soccer nation.\u201d<\/p>\n

The \u201894 US team\u2019s strong showing was an unexpected bonus. They made it to the round of 16, beating powerhouse Colombia 2-1.<\/p>\n

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Colombia\u2019s Andres Escobar, who scored an own goal,\u00a0was assassinated days later upon returning home.<\/p>\n<\/blockquote>\n

Then, the US faced Brazil on 4 July, Independence Day. The home crowd streaming into the stadium in Palo Alto, California, was as fired up as any in the world, Rothenberg recalled.<\/p>\n

The US put up a fight in the first half but lost 1-0. Brazil went on to beat Italy 3-2 in a penalty shootout in the final at the Rose Bowl in Pasadena, California.<\/p>\n

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The tournament turned a profit of $40 million \u2013 about $88 million today. Overall, attendance averaged 68 991 per match, and filled stadiums to about 96% capacity, making it one of the most successful World Cups<\/p>\n

Today, much like in 1994, doubts are rampant about whether the World Cup will be a success. Many potential foreign visitors, wary of a hostile reception and high costs in the US, are staying away. And while organisers worried in 1994 about empty seats because of a lack of American fans, this year fans complain that high ticket costs are making the games affordable only for the ultra wealthy.<\/p>\n

US World Cup \u2013 \u2018games for the elite\u2019\u00a0<\/strong><\/p>\n

Los Angeles will host eight matches for the World Cup, including the US team opening match against Paraguay on Friday. \u201cUnfortunately,\u201d Los Angeles Mayor Karen Bass said, \u201cthis is the games for the elite of the world\u201d.<\/p>\n

Prices have been set high to prevent resellers from capitalising on the market, Fifa President Gianni Infantino said.<\/p>\n

Distribution of this year\u2019s 6.7 million tickets for 104 matches in 16 cities in the US, Canada and Mexico is electronic. In 1994, organisers printed more than 3.5 million pieces of paper for 52 games in nine US cities that were delivered by mail or other physical means from a centre in LA.<\/p>\n

\u201cWe took over a bank vault,\u201d Marla Messing, who managed ticket distribution then, said.<\/p>\n

Read: 2026 Fifa World Cup: Economic boost will not be felt by all<\/p>\n

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Tibor Selymes of Romania shoots past Fernando Clavijo of USA during their World Cup Group A match at the Rose Bowl Stadium in Pasadena, California, 26 June 1994. Image: Shaun Botterill\/Getty Images<\/p>\n<\/div>\n

Messing later headed the 1999 US-hosted Fifa Women\u2019s World Cup, which the US won on penalties at a Rose Bowl final, a victory immortalised in the photo of Brandi Chastain celebrating by ripping off her jersey.<\/p>\n

\u201cThere\u2019s always a lot of agita leading up to these big events, but once players take to the field, everything that went before it goes away and it\u2019s just one of the greatest sporting events of all time,\u201d Messing said.<\/p>\n

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The \u201894 cup became a building block for the establishment of Major League Soccer, which now has 30 teams in the US and Canada with purpose-built stadiums and a $250-million-a-year broadcast deal with Apple TV. Still, the US hasn\u2019t lived up to everyone\u2019s expectations.<\/p>\n

Read: Fifa optimistic amid chaos<\/p>\n

\u201cThe United States of America is the number one country in the world,\u201d Fifa\u2019s Infantino said during a May visit to Beverly Hills.<\/p>\n

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\u201cI do not understand how you can be satisfied to be number 20 in the number one sport in the world.\u201d<\/p>\n<\/blockquote>\n

The US lost in friendlies to Belgium and Portugal in March in Atlanta, but a victory over Senegal and a narrow loss to Germany has helped boost excitement.\u00a0The odds of the US qualifying beyond the first round are currently about\u00a083%, according to prediction market Kalshi.<\/p>\n

Other professional sports leagues have grown faster. The value increases of franchises in the Women\u2019s National Basketball Association and National Women\u2019s Soccer League are outpacing\u00a0MLS teams, according to Sportico.<\/p>\n

And, in another worrisome sign,\u00a0US youth participation in soccer fell in the last decade\u00a0while individual sports like golf and tennis gained, according to Aspen Institute research. Veterans of 1994\u00a0expected a different trajectory after all this time.<\/p>\n

\u201cIf you had asked me and with all that hair back in 1994 what it would look like going into the summer of 2026, 32 years later, I\u2019ll be honest with you, I would have thought we would be much further along,\u201d said\u00a0Alexi Lalas, a defender on the \u201894 US team.<\/p>\n

\u201cI would have thought the conversation would be: Are we winning the World Cup? And that\u2019s certainly not the conversation.\u201d<\/p>\n

\u00a9 2026 Bloomberg<\/p>\n<\/p><\/div>\n

#Remembering #World #Cup #tickets #cost<\/p>\n","protected":false},"excerpt":{"rendered":"

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