Nine Bucks for a Coke? FIFA's Beverage Prices Spark Outrage Online

When you’re paying thousands to watch the world’s biggest soccer tournament, the last thing you want is sticker shock at the concession stand. But that’s exactly what TikToker @st4cka discovered—and captured—at a FIFA World Cup venue this month.

The video showing $9 for a Coca-Cola and $7 for a bottle of water has struck a nerve across social media. For context, that same Coca-Cola retails for $2 to $2.70 at Walmart, and a pack of 35 individual water bottles costs just $5.98. The markup isn’t subtle. According to estimates shared by @WallStreetApes on X, wholesale costs for that 16.9 oz bottle of Coke run around 50 cents—meaning the venue’s margin is frankly staggering. The video has racked up over 141,000 views on TikTok, with users splitting into two camps: those calling the pricing“utterly insane”and those pointing out that fans who can afford FIFA tickets ($2,500 to $150,000, per CNBC) probably aren’t sweating a $9 drink.

But here’s where it gets interesting. Beyond the typical“stadium prices are always high”argument, some are framing this as price gouging—an illegal practice in many jurisdictions that targets essential goods like water during high-demand situations. On X, calls for government intervention have started circulating, with users arguing that major event venues shouldn’t have a blank check to mark up necessities by 1,000 percent or more. The conversation has expanded beyond FIFA too; people are pointing to similar pricing tactics at concerts, theme parks, and other major events as part of a broader pattern.

FIFA hasn’t officially responded to the claims, and the Daily Dot notes it couldn’t independently verify the exact venue or match depicted in the video. That caveat matters for accuracy. Still, the pricing structure itself—whether at this specific FIFA event or venues generally—raises a legitimate question: where’s the line between“premium event pricing”and outright exploitation? When water costs more than it does at some restaurants, something feels off. Whether that triggers regulatory action or just consumer frustration remains to be seen, but @st4cka’s video has certainly made sure everyone’s talking about it.