With the Football World Cup now only weeks away, the issues around ticket prices and how fans are potentially being exploited during major sporting events have once again reappeared. Recently, FIFA president Gianni Infantino has said he would”personally bring a hot dog and a Coke” to anyone who buys a World Cup final ticket for $2m. The extortionate ticket and transport prices for the international football tournament have been the subject of international criticism.
In the UK, the Department for Culture, Media and Sport recently announced plans to introduce new legislation that will make it unlawful to resell tickets for concerts, theatre, comedy, sport and other live events for more than their original face value. The UK government ran a consultation on these proposals, which closed last year. In the King’s Speech delivered on 13 May 2026, the government confirmed its intention to bring forward a draft Ticket Tout Ban Bill, which will cap service fees charged by resale platforms and make it illegal to resell tickets for live events at more than face value. This news has caused widespread disappointment in the industry given that the draft bill will be subject to consultation before being implemented. This will likely result in further delays to the legislation, which is highly anticipated within the sector.
Under the proposals, tickets may only be resold at the original ticket price, plus any unavoidable charges such as service fees. Service fees will also be capped. Resale platforms will have a duty to monitor listings and enforce the cap.
The government has framed the reforms as part of a wider commitment to fairness and putting ‘fans first’. The aim is to crack down on inflated resale prices and protect fans. A similar approach has been taken in Canada where they have passed their own 2026 ‘Putting Fans First Act’. All World Cup tickets in Toronto, including those previously bought at above face value price, can now only be sold at their original price.
How does this affect the sports sector?
Although wide in scope, the proposed UK legislation will not apply to all areas of sport. Football will remain outside the new regime, as football ticket sales in the UK are already governed by the Criminal Justice and Public Order Act 1994, which makes it an offence to offer or sell a football match ticket without authorisation.
The position may also differ for Wimbledon debentures and for charity or fundraising events, which the government has indicated could fall within limited exemptions once the legislation is finalised.
For other sporting events, the new rules will apply.
Preparing for the new rules
Although the legislation is not yet in force, sports organisations should begin considering how the proposed changes might affect their current systems and commercial arrangements. Early preparation will help ensure a smooth transition when the rules are implemented.
Updating ticket policies and terms
- Organisations may need to update ticket policies to reflect the restrictions on resale.
- Existing terms and conditions may require amendments to set out permitted resale routes.
- Clearer communication may be required to help fans understand how they can legitimately resell their tickets under the new regime.
Assessing the impact on commercial relationships
- Any contracts with authorised resale platforms may need to be reviewed to determine whether those arrangements can meet any upcoming monitoring or enforcement obligations.
- When planning future agreements, organisations may wish to prioritise partners offering strong anti-bot and identity verification measures.
Considering future risks of unauthorised resale
The introduction of resale restrictions can drive activity towards unregulated markets. Sports organisations may wish to factor in potential increases in counterfeit tickets or black-market activity and plan appropriate safeguards.
Conclusion
These changes mark a significant shift in worldwide ticket prices and early preparation will help sports organisations adapt confidently when the new rules take effect.
How we can help
If you operate in the sports or live events sector and would like to understand how the proposed ticket resale reforms may affect your organisation, our team can help you prepare. We advise on ticketing structures, resale arrangements, commercial partnerships and regulatory compliance.
Get in touch to discuss how you can stay ahead of the changes and protect both your commercial interests and your fans.
