Million-dollar football: Inside the ultra-premium VIP experience at the World Cup

For those willing to shell out a pretty penny for premium access to World Cup 2026 matches, football transforms into an entirely different experience. Guests are treated to dishes prepared by chefs, a sophisticated open bar, exclusive merchandise shops, and seats positioned literally just a couple of meters from the players.

Robb Report tested the official hospitality program provided by On Location during the England vs. Panama match, which took place at the New York New Jersey Stadium.

Shelter from the British weather and a premium menu

The weather on match day turned out to be quintessentially British—rain was pouring like a wall before the opening whistle. Ordinary fans had a rough time, but inside the VIP lounge, there was no reminder of the bad weather. Although the stands themselves (seats on the VIP line of the 200-level) are partially exposed to the elements, guests were provided with raincoats and dry towels, and they could wait out the pre-match bustle and halftime in luxurious, dry halls.

Prices for these packages are steep: the starting cost for VIP access begins at $3,500, and for the Round of 16 games at the same stadium, the price tag skyrockets to $5,750 per person.

However, this money begins to pay off even before entering the arena:

• Zero traffic and lines: The VIP package includes a parking pass right by the stadium gates, allowing guests to bypass the transportation hell surrounding the arena.

• A top-tier welcome: Upon entry, guests are greeted with a glass of champagne or an exquisite mocktail, and are handed a voucher for a post-match gift.

• Restaurant-quality dining over fast food: Instead of the usual buffet or stadium hot dogs, there are open action-station kitchens where chefs prepare dishes to order. The menu for this match featured a prime beef tenderloin steak with a truffled potato terrine, broccolini, and a morel sauce, followed by a traditional shepherd's pie and ham and cheese toasties after England's victory. The menu changes from game to game, reflecting the flavors of the participating countries and the host city.

Another massive perk of the VIP zone is its own mini-boutique featuring official tournament merchandise. While thousands of fans outside stand in lines for hours to buy scarves and t-shirts, VIP guests can purchase souvenirs in a calm, relaxed environment. The only downside is that the inventory sells out very quickly, so it's best to stop by before kickoff.

The ultimate exclusive: Pitchside seats for $1,000,000

For those for whom a standard VIP lounge is simply not enough, the organizers have prepared ultra-premium formats:

1. Pitchside Lounge: A lounge zone on the same level as the football pitch, paired with seats in the 100-level (lower bowl) of the stands.

2. On the Pitch: The most luxurious and expensive format in the history of global sports, available exclusively at the stadiums in New York/New Jersey and Miami.

For the World Cup final, tickets for these twelve plush seats located right at the edge of the pitch (resembling a movie theater setup) are being sold at an astronomical price—$1 million each. And, according to the organizers, most of them have already been booked. For true and exceptionally wealthy football fans, this is, without a doubt, the ultimate "golden ticket."