No Italy, no problem: Canada’s FIFA World Cup opener still a massive draw

Canada's Jonathan David gathers the ball to restart the game after scoring first goal from the penalty spot as Iceland's goalkeeper from Elias Rafn Olafsson looks on during second half International friendly action, in Toronto, on Saturday March 28, 2026. THE CANADIAN PRESS/Chris Young

Finding a ticket to Canada’s first game at this summer’s FIFA World Cup remains a pricey and difficult task, despite the host nation facing a less popular opponent than expected. 

Canada is set to kick off the tournament against Bosnia and Herzegovina in Toronto on June 12 after the European country upset powerhouse Italy in qualifying on Tuesday. 

Bosnia and Herzegovina, currently ranked 65th in the world, edged No. 12 Italy 4-1 in a penalty shootout after the two teams battled to a 1-1 draw in full time.

The victory means the nation will join Group B with Canada, No. 19 Switzerland and No. 55 Qatar, which came as a surprise to many soccer fans. 

While Bosnia and Herzegovina may not have Italy’s storied soccer reputation, demand for tickets to the game on June 12 will still be “incredible,” said Laurel Walzak, a sports business professor at Toronto Metropolitan University’s RTA School of Media.

“(It’s) a premium ticket and a premium price, even if Italy is not playing,” she said in an email. “This is Team Canada in Canada in the World Cup. This cannot be overlooked.”

Tickets for the World Cup, being staged in 16 cities across Canada, the United States and Mexico from June 11 through July 19, have been slowly released over five phases since September. 

The six games in Toronto and seven in Vancouver were hot commodities, selling out quickly on the official site. 

FIFA has said tickets for group stage matches will start at US$60 and climb to $6,730 for the most expensive seats at the championship game in East Rutherford, N.J., on July 19.

Prices ballooned for highly coveted matches in Canada, including the game on June 12. The cost of getting into that matchup started at $500 in the first phase of sales.

By Wednesday afternoon, there were 55 listings for the Canada vs. Bosnia and Herzegovina game on StubHub Canada, starting at C$2,515 in the “Canada supporters value tier” and leaping up to $130,766 for a pitch-side seat.

Those numbers would have climbed even higher if Italy had won the playoff matchup, said Ervil DiGiusto, founder of ticket broker StarOne Tickets. 

He guesses the price of getting into a Canada versus Italy game could have been as much as 25 times the cost of Canada versus Bosnia and Herzegovina. 

“At the end of the day, it is what is,” DiGiusto said. “Reality is dynamic pricing is going to be there. It drives everything now days.” 

Seeing Italy miss the tournament is painful for DiGiusto personally. He’s followed the team to several World Cups in the past, including Germany in 2006 where the Italians won. 

Tuesday’s loss also stings professionally.

“I lost a bunch of orders because they lost,” DiGiusto said.

He still expects every World Cup game in Vancouver and Toronto to be sold out, but said there won’t be as many fans flooding into the city from overseas. 

Italy is a nation that draws in not only Italian Canadians, but fans who support Italy’s professional clubs and identify strongly with Italian football culture, Walzak said. 

“When Italy does not qualify, it affects how these fans engage with the tournament,” she said. ”The question becomes: how do they attach themselves to the FIFA World Cup experience, through cultural identity, through specific teams or players, or through their connection to Canada or simply for the love of football? 

“Their attention may shift toward other compelling matchups, which can influence demand patterns.”

Facing a lesser-known country could mean fans get access to tickets at more reasonable prices, she added, although the saving may be marginal. 

“And regardless of ticket availability, it will be exciting to see communities across Canada watching from home, gathering for watch parties, and filling bars and public viewing locations,” she said. “That collective experience is part of the magic of the World Cup.”

There will also be many people across the country looking to support Bosnia and Herzegovina. 

The latest census data shows there were nearly 36,000 people born in Bosnia and Herzegovina living in Canada in 2021. More than 9,000 reported living in Toronto while another 3,000 were in Hamilton. 

“There are established Bosnian communities across Canada, and their engagement will contribute to demand for this match,” Walzak said. ”We also cannot forget how diverse Canada is, many fans will naturally cheer for teams that reflect their cultural heritage or family background. That cultural connection adds another layer of excitement and demand.”

Soccer fans are also incredibly excited to watch Canada play a World Cup game on home soil for the first time — Walzak included.

“This is a moment in time to see Canadian unity and where social identity and fan attachment to Team Canada land!” she said. “I am sad Italy did not make it, but also, go Canada go!”

This report by The Canadian Press was first published April 1, 2026.

By Gemma Karstens-Smith