The 2028 Summer Olympics in Los Angeles are anticipated to generate $2.5 billion in revenue from ticket and hospitality sales. However, with the recent opening of ticket sales, it has become clear that a significant portion of this revenue will come from the high ticket prices for the Games’ marquee events. For instance, passes for the Opening Ceremonies will range from $329 to $5,519 for a single seat, while tickets for the 100-meter dash on July 17 at the L.A. Memorial Coliseum will cost between $104 and $2,461.
These prices have caused sticker shock for some fans, with TV Director Alberto Belli sharing an online shopping cart on X that showed the cost of taking a family of four to the Opening Ceremony would be $10,418. “The ‘LA Exodus’ summarized in a single checkout cart,” he wrote. “For ‘OK’ seats. Guess I’m watching from the couch.” LA28 officials have stated that about 5% of all tickets will be priced at more than $1,000, and 75% will be under $400. They also mentioned that higher-end prices are the norm for big events in sports and entertainment.
However, some fans have been able to score tickets at lower prices. Screenwriter Daniel Kunka wrote on X, “The process was pretty painless but [I] will say the cheap tix for the presale are going quick. Still scored a $28 ticket for [the] Women’s Soccer Semifinal. And considerably more for Women’s Gymnastics Preliminary. But gotta say [I] was pretty pumped.” For comparison, the top price for a ticket to a night of finals at the last Summer Olympics in Paris was 690 Euros, which is approximately $795 in current U.S. dollars.
The ticket prices for the 2028 Olympics have raised concerns about accessibility and affordability for fans. Rich Perelman, former vice president of press operations for the 1984 L.A. Olympic organizing committee, stated that the high prices are necessary to meet the $2.5-billion revenue target. “LA28 is a private, one-time nonprofit that will fold up in 2029. So no need to build up future-purchaser loyalty. It’s a once-in-a-lifetime company,” he added. Perelman also mentioned that the “very high” pricing for some finals and popular events will maximize revenue and collect a significant part of what resellers would make.
LA28 has deals with several companies to manage future ticket resales, but the rules for resale won’t be announced until 2027. The organizers have stated that about half of the tickets will be sold for under $200, and there are a total of 1 million tickets available at the low threshold of $28. While the initial sticker shock of LA28 prices may have stunned fans, the “service fee” of 24% has also caused concern. For example, if you splurged on four tickets at $600 each, you would pay $2,400 plus an additional $577 service fee, totaling just shy of $3,000 for your foursome.
As the LA28 ticket hustle continues, fans can expect to see more affordable options become available in future ticket drops. However, for now, the high prices for marquee events have raised questions about accessibility and affordability. With the Games still over a year away, it remains to be seen how the ticket sales will play out and whether the revenue target will be met. Here
Image Source: www.latimes.com
