The Disappointment of Last-Minute Cancellations
Jeremy Wright had a clear plan for his wife, Sarah, last Christmas: tickets to a World Cup soccer game. Using the U.S. resale platform StubHub, he managed to secure two tickets for the Netherlands vs. Japan match on June 14. However, what should have been a memorable experience turned into a nightmare.
After months of preparation, the Wrights traveled from Austin to Dallas and joined other fans in their hotel lobby. But just five hours before the game, an email from StubHub informed them that their tickets could not be delivered. The company offered new tickets under its "FanProtect Guarantee," but the only option available was a refund. After hours of trying to get customer support to resolve the issue, the Wrights gave up and drove back home in the rain.
This is not an isolated incident. Many ticket buyers have taken to social media to express their frustration over last-minute cancellations on StubHub, leaving them without tickets they had purchased. These issues have come to light during the first North American World Cup in over three decades, which has also faced criticism due to FIFA's decision to use dynamic pricing.
StubHub's Role and FIFA's Stance
StubHub is not an official ticketing partner of the World Cup and operates as a resale-only platform. It does not own the tickets or set the prices, and order cancellations are often due to issues with delivery from sellers, according to a spokesperson. The company claims that FIFA's ticketing infrastructure is affecting ticket transfers across all resale platforms.
FIFA, which encouraged fans to use its official resale platform, stated that its ticketing system is operating reliably at scale. It emphasized that its resale and exchange marketplace is the only platform through which it can guarantee proper ticket delivery. While FIFA charges a 30% commission on ticket resales, it claims these fees align with industry standards.
Some fans, like writer and personal stylist Dacy Gillespie, turned to platforms like StubHub because they found FIFA's platform complicated. Gillespie bought four tickets to Argentina's June 16 game against Algeria as a gift for her sons. However, after driving 250 miles from St. Louis to Kansas City, she received an email from StubHub stating that the seller could not deliver the tickets.
The Issue of 'Ghost Tickets'
The core problem lies in a practice known as 'speculative ticketing,' according to Scott Friedman, a ticketing expert. This involves sellers listing tickets for much higher prices than they originally paid, hoping to profit. However, as the tournament approached, prices for World Cup tickets increased, leading to speculative sellers who were unable to fulfill orders without incurring losses.
While StubHub prohibits speculative ticketing, 'ghost tickets' remain common because the platform does not require sellers to provide seat numbers when listing tickets. Wright purchased his tickets on StubHub on September 6, 2025, just four days before FIFA launched its first official sales draw, suggesting his tickets were likely listed by a speculator.
Public Pressure and StubHub's Response
The Wrights and Gillespie took to social media to voice their complaints, and they said they only received a response from StubHub because their posts went viral. In response, StubHub offered the Wrights complimentary seats to a semi-final game and provided Gillespie with $3,000 to cover part of her replacement ticket costs.
"We had to raise holy hell to get the attention," said Sarah Wright. "There's almost a survivor's guilt kind of feeling for us - we got (complimentary) tickets, but what about all the other people?"
StubHub has since created a dedicated World Cup support team and expanded its capacity to source replacement tickets for affected customers. A spokesperson said, "Getting fans to their matches remains our top priority for the rest of this tournament."
Brand Damage and Calls for Regulation
For StubHub, the World Cup ticketing issues could severely damage its brand reputation, according to Marsha-Gaye Knight, a clinical assistant professor at the NYU Tisch Institute for Global Sport. The UK's markets watchdog recently ordered StubHub UK to refund more than 50,000 customers and pay a £900,000 fine for not showing the total price upfront.
A global sporting event of this scale brings more attention to such issues. For StubHub, which has built trust through previous successes, any damage to its reputation is concerning. Some affected customers have called for legislative and regulatory investigations into the sale of ghost tickets on resale platforms.
The National Independent Venue Association and fan advocacy group Fan Alliance have urged U.S. legislators to consider banning the sale of ghost tickets on resale platforms. While no immediate response has been received, the pressure on StubHub continues to mount.
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