The World Cup for the ultra-rich: R$20 million package for the final, jet between stadiums and meeting with players

Granit Xhaka arrives at Newcastle Airport by private jet to sign for Sunderland AFC on July 28, 2025, in Newcastle upon Tyne, England. Ian Horrocks/Sunderland AFC via Getty Images A few days ago, Knightsbridge Circle, which offers exclusive concierge services to the ultra-high-income public, announced a package for the World Cup final, on July 19 in New Jersey, in the United States. The opportunity, described as "the first of its kind in the tournament's history", was offered exclusively to its invited clients, who undergo an assessment before being accepted. It included six tickets in the first row, right on the halfway line, and access to the pitch during the awards ceremony, when the champion team lifts the cup. The total price for six people: US$4 million (about R$20 million). "(The package) was sold to one of our members less than 24 hours after it was announced," Knightsbridge Circle president Stuart McNeill tells BBC News Brasil. Knightsbridge Circle is one of a number of companies offering luxury packages to the ultra-rich wanting to take part in the Cup. The current edition is considered unprecedented because, among other reasons, it is played in three countries — United States, Mexico and Canada — and has a record number of 48 participating teams. There will be a total of 104 matches in 16 cities. For many fans around the world who want to follow the World Cup closely, planning began months ago and was marked by difficulties, from high ticket prices and transport to some of the stadiums to obstacles in obtaining an American visa. But, for a tiny portion of visitors, the experience will be very different: they must arrive at the host cities by private jet, travel to the stadiums by helicopter or limousine and have a guaranteed place in the VIP area, even if they decided to do all this at the last minute. "I've been working with this (luxury) market for 22 years, and the biggest surprise for me is that in this World Cup, money can buy practically anything, which is new (compared to previous ones)", says McNeill. A white Rolls Royce Phantom, four-door limousine, turns onto Collins Avenue in South Beach, Miami, USA. Getty Images He and other experts in the high-luxury segment do not reveal the names of clients interested in the World Cup. They are celebrities, billionaires, company founders, technology sector executives and athletes, among others, coming from various parts of the world, including Brazil. "We have some Brazilian clients," says McNeill, remembering that the company has a team in Miami that speaks Portuguese. How much does a luxury experience cost? Not all luxury packages for the World Cup have a million-dollar price tag. Prices depend on several factors, such as type of access, transport, accommodation and number of nights. But many of the bespoke itineraries offered by Knightsbridge Circle, for example, "easily exceed six figures". They include everything from the aforementioned jets and helicopters to VIP service at airports, security teams and accommodation in luxury hotel chains, such as Four Seasons, Aman and Rosewood. Nicole Wallach, vice president of the leisure division at Magma Global, a company specializing in luxury travel concierge services, calculates that the most affordable options are between US$25,000 and US$75,000 (R$125,000 and R$375,000) for a couple, including five-star accommodation, tickets for a departure, business class flight and private transfer. Some clients pay much more than that, for luxury itineraries that include multiple days and multiple host cities. There are also those who decide to amend the World Cup with trips to other locations. "I have clients who are going to watch games in Los Angeles and then take a flight to spend a few nights in Hawaii," says Wallach to BBC News Brasil. View of the playing field from one of the suites at Dallas Stadium in Arlington. Tom Fox/The Dallas Morning News For the finals weekend, with luxury accommodation in New York, she estimates that expenses could easily be in the six figures. Gina Gabbard, Strategy Director at First in Service Travel, a New York agency that is part of the global luxury tourism network Virtuoso, tells BBC News Brasil that options for ultra-wealthy fans range from VIP tickets and meals prepared by chefs during the game to more complete packages. "These can include accommodation in luxury hotels, private transportation in the host city, reservations at sophisticated restaurants, tours and other activities and, for some clients, exclusive meetings with players," says Gabbard. "VIP tickets, depending on the match, can cost from US$5,000 [R$25,000] per person," says Gabbard. "Packages start at around US$50,000 [R$250,000] and can reach several hundred thousand dollars when involving multiple games and cities." Privacy and access are what matter According to Wallach, for customers in this segment, convenience, privacy and access are more important than price. "These are travelers who usually fly on private jets and stay in the most luxurious suites," he says. "They travel with their own team and really expect a highly personalized experience when it comes to an event of this magnitude." She points out, however, that not everyone interested in luxury packages for the World Cup travels on jets, and some go first or business class on commercial flights. Furthermore, in certain matches, there may be more demand than availability of helicopters to reach the stadiums. "There is a limit to the number of aircraft and landing sites available," says Wallach. In this case, the solution is a luxury car with a private driver. According to Wallach, these fans want more than just a VIP ticket. "Not everyone wants to sit in the front row. For many, the priority is privacy and access to exclusive services. They are looking for a complete VIP experience", he highlights. "While the average fan wastes time in queues, paying for food and drinks throughout the day, these customers usually have exclusive entrance and access to private lounges with haute cuisine." Co-founder of Microsoft, billionaire Bill Gates watched the US debut at the World Cup Reuters Wallach says it is wrong to think that these travelers are simply looking for the most expensive experience. “What they want is a frictionless experience.” This involves, among other things, not having to face crowds or worry about any details of the schedule. "They want exclusivity, they don't want to wait around for others. It's a real red carpet treatment, and they're willing to pay for it," says McNeill. The support teams that often travel with these clients can include a variety of professionals, from security guards to private chefs. "In many cases, the travel consultant collaborates directly with the client's personal assistant and other team members to coordinate arrangements," highlights Gabbard.