In a tournament filled with highs and lows, the attendance at the 2024 Copa América has been a topic of discussion. The recent United States men's national team's match against Uruguay at Arrowhead Stadium in Kansas City on Monday highlighted the contrast in crowd sizes and fan support. While the crowd of 55,460 was engaged and enthusiastic, it fell well short of the stadium's capacity of 76,000-plus, with approximately half of the upper deck empty.

Various factors have contributed to the fluctuating attendance figures throughout the tournament. The prices of tickets have been a major deterrent for many fans, not just in Kansas City but across all 14 venues. Even moments before kickoff on Monday, tickets for the farthest seats in the upper deck were being sold for $115 plus fees on Ticketmaster. These were not inflated resale market tickets but rather the standard prices set by the organizers. The expectation that fans would pay such prices for a group-stage game proved unrealistic.

Furthermore, complicated ticketing procedures, as well as hot and oppressive weather at times during the Copa América, have also impacted attendance. The high temperatures might have discouraged some fans from attending matches. Additionally, a mix of sellout matches and half-filled stadiums has characterized the tournament. Conmebol, the organizer of the Copa América, claims that nine out of the first 20 matches were sellouts, although the recorded capacity for most of them ranged between 93% and 99%.

The lowest attendance of the tournament thus far was seen in the match between Peru and Canada at Children's Mercy Park, where only 11,622 spectators were present. However, the scorching heat of around 100 degrees could have contributed to the low turnout. On the other hand, the USMNT's opening match at AT&T Stadium in Dallas drew 47,873 fans, which was a respectable number considering the 80,000-seat venue. Nevertheless, Conmebol miscalculated the willingness of American consumers to pay high prices for group-stage games against lower-ranked teams.

The current Copa América serves as a test run for the upcoming 2026 World Cup, which will be co-hosted by the United States, Canada, and Mexico. The inconsistent response from consumers during this tournament should serve as a lesson for organizers of the World Cup, who have promised record crowds and revenue. Accessibility and affordability will be key factors in ensuring the success of the 2026 World Cup.

The Copa América has exposed the limitations of fans' willingness to pay high prices for tickets. Despite the perception of U.S. soccer fans as being willing to pay for any product at any price, the empty seats in several matches have made it clear that there is a ceiling to what supporters are willing to spend.

In order to create a sincere legacy program for the 2026 World Cup, U.S. Soccer has recently launched initiatives centered around grassroots development. Making matches accessible and affordable to the average person will be crucial in engaging a wider audience.

The organizers of the Copa América, Conmebol, have faced criticism for their pricing strategies and other logistical issues. It remains to be seen how they will address these challenges and improve the attendance figures for the remainder of the tournament, as well as how the lessons learned will be applied to the upcoming World Cup.