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Leia o texto para responder à questão FIFA’s exorbitant World Cup tickets could backfire Gianni Infantino, the boss of the Fédération Internationale de Football Association (FIFA),

Semântica e Significado de Vocábulos (Semantics)

VUNESP · 2026

Leia o texto para responder à questão

 

FIFA’s exorbitant World Cup tickets could backfire

 

Gianni Infantino, the boss of the Fédération Internationale de Football Association (FIFA), calls football’s governing body the world’s provider of happiness. At the 2026 World Cup in North America, that happiness comes at a price. The cheapest tickets for group-stage games1 averaged $200; those for the final went for higher than $2,000. The data presented in the chart suggest this year’s World Cup is the most expensive cultural event ever.

 

The cost of happiness

 

Men’s football World Cup, cheapest tickets, $, 2026 prices

 

 

World Cup tickets are usually priced well below what the market might accept. Throughout the tournament’s history demand has tended to surpass supply. Rather than charge more, FIFA has kept prices at levels ordinary fans could afford and distributed seats through lotteries. Broadcasting and sponsorship rights mattered far more to the organisation’s finances than matchday receipts.

 

In 2026 it is different. For the first time FIFA has taken direct control of ticketing, rather than outsourcing to local organisers. It has embraced dynamic pricing, whereby prices rise in line with demand, and opened an official resale marketplace, from which it takes a 15% share from both the buyer and the seller. Even after adjusting for inflation, World Cup tickets across the United States, Canada and Mexico cost more than twice as much as they did in Qatar in 2022.

 

Even if higher prices compensate for weaker sales, FIFA risks damaging the product itself — which could, in turn, hurt its more lucrative revenue streams2. Full stadiums create the noise and tension that make matches irresistible on TV and other screens. FIFA faced embarrassment last year during the Club World Cup, when spectators were reportedly moved towards television cameras at sparsely attended matches. Studies have shown that wealthier fans are quieter and less overtly passionate about their teams.

 

(www.economist.com, 18.05.2026. Adaptado.)

 

1 group-stage games: jogos da fase de grupos. Rodada inicial da Copa do Mundo na qual as nações participantes são divididas em grupos menores para disputar o torneio.

 

2 revenue streams: fontes de receita.

 

In the excerpt from the first paragraph “At the 2026 World Cup in North America, that happiness comes at a price”, the underlined expression is equivalent, in Portuguese, to the idiom:

  1. a preço de banana.
  2. a qualquer preço.
  3. a preço de custo.
  4. a preço promocional.
  5. a preço de ouro.
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Gabarito

Errado

Comentário do professor

“A preço de ouro” equivale a “that happiness comes at a price” porque ambas expressões destacam que algo desejado custa muito caro. No contexto do texto, a “felicidade” oferecida pela FIFA traduz‑se em ingressos com valores elevados.

O idioma português usa a preço de ouro para indicar que um bem ou serviço é muito caro ou exige grande sacrifício financeiro. A frase inglesa sugere a mesma ideia: a vantagem tem um custo significativo.

No caso da Copa de 2026, a expressão reforça que a experiência desejada pelos torcedores implica pagar preços altos. Assim, a tradução preserva o sentido de alto preço e de perda ou custo associado à obtenção do benefício.

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