Toronto FIFA concession prices spark backlash after comparisons with U.S. city

Following the city's first FIFA World Cup match on Friday, fans zeroed in on concession prices at Toronto Stadium compared with those in other host cities across North America, and the differences were quite stark in one particular case.

Multiple posts comparing food and beverage costs between Toronto and Atlanta's Mercedes-Benz Stadium quickly racked up hundreds of reactions and replies across X and Reddit, with many questioning why fans in Toronto appeared to be paying double (and in some cases, triple) the cost for similar items.

Photos circulating online show chips at Mercedes-Benz Stadium selling for US$3.50 (about C$4.90), a cheeseburger for US$5 (roughly C$7), chicken tenders and fries for US$6 (C$8.40), and fries for just US$3 (C$4.20).

First look at the menu boards for the #WorldCup inside Mercedes-Benz Stadium.#WeAreAtlanta pic.twitter.com/1Rxai8L2tW

— Mercedes-Benz Stadium (@MBStadium) June 14, 2026

The prices were noticeably lower than those offered during last week's match between Canada and Bosnia and Herzegovina in Toronto, where chips cost $7, fries were priced at $10.25, and chicken tenders and fries ran for $25.25.

2 hot dogs with 2 cans of pop for $57?! I'm staying home 😂

— ᴍᴀɢᴏ (@magodamus) June 14, 2026

One item in particular drew heavy criticism online, namely the Visa cardholder combo priced at $57.50, which includes two footlong hot dogs and two sparkling soft drinks. Beer prices have also raised some eyebrows at Toronto Stadium, with a 473 mL domestic beer, including Budweiser and Bud Light, running for $16.75, while premium options like Michelob Ultra and Modelo are priced above $18.

Toronto's concession prices on match day. Photo: blogTO

For many fans online, the comparison to Atlanta's prices reinforced concerns that Toronto's World Cup concessions are overpriced, but there's an important piece of context missing from many viral posts.

Mercedes-Benz Stadium, which is being held up as the gold standard for affordable concessions, has long been known to charge unusually low prices, regardless of the event taking place there.

The venue specifically operates under a "fan-first" pricing strategy, pushed forward by owner Arthur Blank, whose company, AMB Sports and Entertainment, owns the stadium. The approach has been in place for years and aims to keep food and beverage prices accessible for fans.

"Atlanta is an exception because MB Stadium and Falcons owner Arthur Blank made affordable concession prices a condition of the contract with FIFA. It's a longstanding tradition he's maintained for NFL games there," one X user replying to the viral comparison wrote.

Another pointed out that other World Cup host cities offer prices closer to those observed in Toronto.

"Atlanta has always had cheap prices at that stadium. Not the best comparison. I bet New York and LA are closer to Toronto if not more."

Concession prices are not standardized across FIFA World Cup venues, and stadium operators are, for the most part, free to determine their own food and beverage prices, which often results in significant differences between host cities.

At MetLife Stadium in East Rutherford, New Jersey, a four-piece chicken tender meal with fries costs US$15 (approximately C$21), fries run for US$8 (or C$11.18), and domestic beer sells for US$16 (C$22.37).

Prices at one concession stand at MetLife for the World Cup: pic.twitter.com/pzO1a3wQ60

— Brian Fonseca (@briannnnf) June 13, 2026

At SoFi Stadium in Inglewood, California, chips cost US$5.75, hot dogs are US$10, bottled water is $5.25, and imported or craft beer sells for US$18.50, which matches Toronto's prices more closely than what's offered at Mercedes-Benz Stadium.

A look at the concession prices at SoFi Stadium for the 2026 FIFA World Cup. pic.twitter.com/XNhlz6LXE1

— Arash Markazi (@ArashMarkazi) June 13, 2026

"People feel welcome here. There's never been price gouging here. We want people to feel like this is their home, safe and secure, embraced, loved, and respected. Those things are not negotiable," Blank told The Athletic, when speaking about setting concession prices during the World Cup.

"It's the same for the World Cup as it is for the Super Bowl. It never got past the first discussion with FIFA because we said it is a given, this is who we are. We have to make fans feel treasured and appreciated."

The next FIFA World Cup match in Toronto is on Wednesday at 7 p.m. between Ghana and Panama.