Kuper’s broader argument, as the report describes it, is that appears to have boxed itself in with its positioning in the United States. That matters because this World Cup is not just another tournament. It is a vast, three-country showpiece spread across the US, Canada and Mexico, and it will need political calm, logistical discipline and public goodwill.
If that goodwill starts to fray, the spectacle can still survive - but the mood changes. World Cups are remembered for colour, noise and the sense that the whole game has turned up. They are remembered less kindly when the build-up feels combative or detached.
Kuper’s harshest line is aimed at ticketing. He reportedly argues that dynamic pricing risks changing the feel inside stadiums, with supporters in similar areas paying wildly different sums.
That criticism will resonate.
may see pricing flexibility as modern sports business. Many supporters will see something else: distance.
The irony is that once the games begin, football usually takes over. Kuper reportedly expects the tournament to improve as it goes, and it is easy to see why. A competition featuring the depth of France, the technical class of Spain and the enduring intrigue around England will generate its own pull.
For now, though, the next storyline is not tactical. It is emotional. As the countdown continues, the real question is whether can make 2026 feel like a World Cup for everyone - not just a premium event wrapped around the game.