Leo here.

Some of you have known FCnoise for years, through emails about the Corporate Fútbol League: results, updates, what happened last Saturday. This is something different, starting today. Every week, one real story from inside the business of fútbol: the money, the decisions, the numbers nobody shows you. No news, no scores. Just what’s worth five minutes of your Wednesday.

This week: what it actually costs to chase your national team to a World Cup match, and whether it’s worth it. I know, because I did it four days ago.

THE MONEY BEHIND WATCHING YOUR TEAM AT A WORLD CUP

Two nights before Colombia played Ghana in Kansas City, I found out I was going.

The itinerary the airlines handed me: Miami to Baltimore. Baltimore to Denver. Denver to Kansas City. I flew directly over the state of Kansas to land in it three connections later. Twelve hours, one way, to watch ninety minutes of fútbol.

In October, that route was $300. Booked two days before kickoff, it was $1,100, and I paid another $150 to sit somewhere I could actually sleep. Call it $1,250 for a plane seat. Almost four times the normal fare, and I wasn’t even paying the worst price in that airport.

That’s not bad luck, it’s the market. Fares to World Cup host cities have run 40 to 80 percent above normal all tournament, and on flights booked right before a match, some prices have run 200 to 400 percent over baseline. I got Kansas City on a good week.

Hotel, I got lucky. My friend Nico, founder of Dapta AI and one of my closest advisors since before FCnoise existed, handled that piece while I chased tickets. We landed in what our driver diplomatically called “an up-and-coming neighborhood.” It was fine, actually good once we were inside. But it told me something: in a host city, even the fallback options aren’t cheap, and nobody warns you until you’re standing in the lobby.

Inside the stadium, a beer was $20. A chicken tender basket was $60. Water was $20 to $25. I’m not exaggerating for the newsletter, that’s what I paid.

Turns out I wasn’t special. Beer prices across World Cup stadiums this summer have ranged from $8 to over $21, and fans from Toronto to Kansas City have been posting the same disbelief all tournament. FIFA didn’t standardize concessions this cycle, every venue runs its own pricing. Atlanta kept beer around $8. Kansas City did not.

Here’s the number that actually matters: FIFA’s own projections put this tournament’s revenue between $8.9 and $11 billion, the most profitable World Cup ever run. Everyone talks about that number. Almost nobody talks about the $20 beers that helped get it there. Revenue is the headline. Fans covering the gap, one Powerade at a time, is the business model.

All in: four days in Kansas City cost me somewhere between $2,000 and $2,500. Flight, food, the small stuff, I got lucky on tickets and lodging in ways most fans don’t. A fan doing this trip from scratch, flights, hotel, tickets, food, is looking at meaningfully more.

So: is it worth it?

The stadium held 69,045 people for this tournament. I’d guessed “almost 70,000” before I checked, my gut was right down to the seat. When Colombia’s anthem played, I stood in that crowd and cried. Not poetically, actually cried. Seventy thousand strangers who will likely never meet again, all wanting the same eleven people to win, for ninety minutes, in a city almost none of us had visited before that week.

Outside, the fan zone looked like Lollapalooza wearing four different flags. I watched an England fan cheering for Norway. I watched Colombians who’d just lost jumping in a circle with Ghana fans, because somebody still had to win that night. At the bar after, the bartender, and I’m fairly sure someone from the mayor’s office, wouldn’t let us pay for a round. Kansas City didn’t know us. It hosted us like family anyway.

I was there with Nico, and with Jigga and Santi, my two best friends since we were kids trading Panini stickers, and Santi’s son Adrián. That’s four days I’ll tell my own kids about. Top three of my life. I don’t know the other two yet.

So, the money behind watching your team at a World Cup: about $2,500 you didn’t plan to spend, on a version of joy you can’t buy anywhere else, once every four years. I’d wire it again tomorrow morning.

EL DATO

$8 to $21.50: the range Newsweek found for a single beer across 2026 World Cup stadiums this summer. No standard pricing, every venue sets its own. FIFA is projecting $8.9 to $11 billion in tournament revenue. The concessions aren’t a rounding error. They’re the business.

LA JUGADA

If you’re even considering the final or the third-place match this week: buy the flight today, not when the price “feels right.” It won’t. Fares to host cities have run 40 to 80 percent over normal all tournament, and the closer you get to kickoff, the worse it gets. I booked two days out and paid for it. Don’t be me. Book today, sort logistics tomorrow.

Are you going to the final? Hit reply, I’ll read you.

Leo

By the way, since we’re talking all things World Cup, we have to ask: Messi or Mbappé? Who ya got?

Head over to the video right now and drop your vote in the comments!
Messi vs Mbappé