The launch of ticket sales for the 2028 Olympic Games in Los Angeles has sparked significant concern among locals and prospective fans. With prices averaging in the hundreds and some reaching as high as $5,500, the focus has shifted to the uncertainty of the future re-sale market.
The Uncertainty of the Re-sale Market
Many buyers are questioning whether the secondary market will drive costs even higher or if they will be able to recoup their investments. A primary point of contention is a 24% service fee, with fans wondering if this charge will also apply to re-sold tickets.
The LA28 organizing committee has remained tight-lipped regarding the specific mechanics of the re-sale process. Officials have only confirmed that the official marketplace will launch in 2027.
This marketplace will be managed by AXS and Eventim, alongside other platforms such as Ticketmaster and Sports Illustrated Tickets.
Lessons from Past Games and Global Events
Historically, Olympic re-sale rules have been dictated by the host committee and local laws. In the United States, major price hikes on secondary markets are typically the norm.
This contrasts with recent European Games. For Paris 2024 and Milano Cortina 2026, local Italian and French laws prohibited selling tickets for a profit on official platforms, requiring them to be listed at face value.
In those instances, sellers often lost money due to a 5% service fee. For example, one fan who re-sold two 100 euro tickets for a Paris archery event received only €190 back.
Conversely, the 2010 Winter Games in Vancouver allowed Canadians to re-sell tickets at any price, a model that LA28 may be more likely to follow given the lack of similar regulations in Los Angeles.
The World Cup Influence and Legal Pressures
The 2026 World Cup serves as another potential indicator for LA28. FIFA decided not to cap re-sale prices in the U.S. And Canada, leading to significantly higher market prices and 30% fees collected by FIFA on each re-sold ticket.
FIFA has also faced criticism for using dynamic pricing to adjust ticket costs based on demand. This approach has drawn condemnation from a Congressional coalition led by Rep. Sydney Kamlager-Dove, who warned against “price gouging.”
Meanwhile, the broader ticket industry is under legal fire. A jury recently found that Ticketmaster and Live Nation, which merged in 2010, acted as a monopoly and overcharged customers.
Potential Legislative Impacts
In California, Assemblymember Matt Haney (D-SF) has introduced a bill to cap ticket re-sales at 10% above face value to prevent price gouging. While Live Nation has backed the bill, critics argue it could actually increase prices by limiting competition.
However, this legislation is unlikely to affect the 2028 Games, as the bill specifically excludes sports and the Olympic Games.
Given these factors, fans could see even higher prices when the L.A. Re-sale market opens. Fees are likely to continue appearing each time a ticket is sold or re-sold.
Frequently Asked Questions
When will the official LA28 ticket re-sale market open?
The official re-sale marketplace is scheduled to launch in 2027.
How did the Paris and Milan Olympics handle ticket re-sales?
In compliance with local laws, tickets could not be re-sold for a profit on official platforms and had to be listed at face value.
Will the California bill capping re-sale prices apply to the 2028 Olympics?
No, the legislation introduced by Assemblymember Matt Haney specifically excludes sports and the Olympic Games.
Do you believe Olympic ticket re-sales should be capped at face value to ensure fan access?
Worth a look