Hosting the World Cup at Home: Football, Business, and the Question of Who to Sell To?
A ticket to the 2026 World Cup final can cost up to nearly $33,000. A piece of grass cut from the very pitch where the match will be played, sealed in a acrylic box with a USB drive, is sold for $3,000. At first glance, this seems absurd. But looking closer, it is the most honest portrait of industrial-era football: a sport that no longer sells matches, but sells memories, sells emotions, and sells even... grass.
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