Record number of ticket requests for LA28

Controversy surrounded the start of ticketing for the upcoming Summer Olympics in California due to the prices and high booking fees, although organisers revealed that more than 4 million seats have already been sold.

There's no point wasting time. Just after the end of 'drop 1', the organising body confirmed that registration is already open at Tickets.LA28.org for its second ticket ballot, with sales scheduled to begin in August. The new phase will release refreshed inventory across all Olympic sports and introduce a more extensive spectrum of price points, an effort to sustain commercial momentum without excluding those who missed out in the initial round.

The ticketing strategy was launched more than two years ahead of the opening ceremony and unfolded in two stages: an exclusive presale for residents of Los Angeles and Oklahoma City, followed by a global release. According to LA28, the response proved overwhelming. "The reaction to our initial launch was simply historic", stated Chief Executive Reynold Hoover. The committee has also drawn comparisons with precedent: during the Paris 2024 Olympics, 3.5 million tickets were sold in the first phase, albeit under a different condition, requiring the purchase of multi-sport packages.

By contrast, LA28 allowed single-event ticket purchases from the outset.

The figures released sketch a phenomenon of global reach: 4 million tickets sold to fans across 85 countries and all 50 US states. Artistic gymnastics emerged as the most coveted discipline, selling out its allocated quota with notable speed. Beyond the domestic market, the strongest demand came from the United Kingdom, Canada, Mexico and Japan, a geographical spread that neatly reflects both tourism power and enduring sporting affinity.

One detail, however, resonated beyond mere numbers, as women's sessions sold out more swiftly than their male counterparts, with LA28 reporting that 93% of female-event inventory had been purchased, compared with 88% for men's events. Meanwhile, the initial allocation for debut sports, flag football, lacrosse, softball and squash, was entirely exhausted, signalling not only curiosity but a palpable appetite for novelty.

LA28 earmarked half a million tickets at a promotional price of $28 (€23.80) for local residents, an act that seeks to be at once a durable emblem of steadiness and a gentle acknowledgment of shared public life. Nevertheless, controversy emerged around service fees. Reports pointed to a 'price shock', with commissions hovering between 24% and 25%, in contrast to the 1.5% applied in the French capital. The debate quickly transcended technicalities, it became emotional.

When fees become visible, spectators often feel the 'true' cost slipping through their grasp.

On social media, a widely circulated example sharpened the critique: a user compared a Category B athletics ticket priced at approximately $2,050 (€1,742), including a $510 (€433) service charge, with a roughly $550 (€467) equivalent in Paris two years earlier, figures generated, notably, via artificial intelligence. Whether entirely precise or not, the effect was immediate.

LA28 is framing its second sales wave as a partial reset. The committee confirmed that August will see a new purchasing window, with refreshed allocations across all sports and price categories. To participate, prospective buyers must register before 22 July. As before, a randomised ballot will assign purchasing time slots, a system designed to balance demand with accessibility. Crucially, LA28 emphasises that registration does not guarantee the opportunity to buy.

Those who registered for the first phase but were not selected, or who did not reach their purchase limit, will automatically be included in the August draw. Purchase caps will remain unchanged: up to 12 tickets per account for Olympic events, with a maximum of four for the opening and closing ceremonies. Football, for its part, carries its own separate allowance of 12 tickets.

In pricing terms, LA28 has positioned two figures as markers of accessibility. Nearly half of all tickets will be available for under $200 (€170), inclusive of fees, while only 5%, the most premium seats at high-demand events, will exceed $1,000 (€850), according to official statements. At the same time, the committee warns against unofficial resale platforms: a verified resale programme will not be launched until 2027, underscoring the inherent risks of the secondary market.

The scale of ambition is, in any case, formidable, since LA28 projects a total of 14 million tickets on sale, including the Paralympic Games, surpassing the record 12 million set by Paris 2024. Of that figure, approximately 12 million correspond to the Olympic Games, with a further 2 million allocated to the Paralympics. The difference, and indeed a structural advantage, lies in infrastructure. Unlike host cities compelled to construct venues from scratch, Los Angeles will rely on existing giants such as SoFi Stadium, temporarily rebranded '2028 Stadium', Rose Bowl and the Los Angeles Memorial Coliseum, arenas capable of accommodating far greater spectator densities than many European counterparts.