Tariq Panja

And then I think it's Messi is number three and they're sandwiched by Taylor Swift or somebody like that.

Yeah, and that tells you something about those guys.

It tells you something about this sport and where it's placed in the global conversation in our modern culture.

And then it tells you something, I guess, also, as we're entering it, about the World Cups.

You've got the most famous people playing the biggest sport or the biggest cultural expression of humanity at the moment.

and then playing at this stage, which is the stage that the entire world tunes in for.

So, in other words, this is big.

These prices are eye-wateringly expensive for average football fans, average World Cup fans, people who go to tournaments.

So we are talking three times to ten times more than they cost in Qatar, which was already the most expensive World Cup.

And I'll give you an example.

The World Cup final, the most expensive ticket...

For the category one, which is the top category outside of VIP, for Qatar was about $1,000.

For this World Cup, the ticket costs $10,000.

That is ludicrous.

And fans around the world have been tearing their hair out over these prices.

How can we be expected to follow our teams at these prices?

So the prices that I'm talking about are in the hundreds of dollars to the thousands of dollars.

They're expensive because the World Cup is where it is, particularly in the United States of America.

There is a sense that FIFA can generate greater returns because there is a wealthier population, quite frankly, in the US that can spend higher.

hundreds of dollars, if not thousands of dollars per game on World Cup tickets.