From pitch to politics: Why the EU must catch up with global sport

Sport was once seen as something that existed above politics. Recent World Cups and the growing geopolitical battles surrounding global competitions show that this is no longer true. 

Today, sport is not just entertainment. It is power, influence and business. Hosting rights, state-backed investments and the growing commercial dominance of governing bodies such as FIFA increasingly shape international politics and global markets. What was once mainly a social and cultural activity has become a multibillion-euro global industry. 

For years, sport benefited from a special status that allowed it to operate with far greater autonomy than most sectors. But as governing bodies oversee markets worth billions and sporting events carry major political and economic consequences, that exceptionalism is becoming harder to justify. The European Union is, therefore, increasingly unwilling to treat sport as existing outside its legal and regulatory framework. 

For the EPP, this matters because sport remains deeply intertwined with European life. Millions of Europeans engage with it every day as fans, athletes, volunteers and participants. Sport builds communities, promotes health and encourages inclusion, particularly for people with fewer opportunities and people with disabilities. This is the European Sport Model. 

Precisely because sport plays such an important social role, the governance of sport and the question of who holds power within it has become a matter of public interest. Trust in sport depends not only on what happens on the pitch, but also on whether the structures behind it are fair, transparent and accountable. 

At the same time, the rapid commercialisation of sport has exposed the limits of its special status. Cross-border investments, financial flows and the monetisation of major competitions increasingly raise issues that cannot be separated from EU rules on competition, transparency and accountability. 

The EPP rejects the idea that sport should be beyond the reach of EU law. Recent rulings by the European Court of Justice have confirmed that sporting bodies are subject to European rules when their decisions have significant economic effects. This reflects a broader and necessary shift towards stronger governance and greater accountability. 

The growing debate around ticket pricing is one example. Dynamic pricing systems are often presented as simple market mechanisms. In reality, sport does not function like a normal competitive market. Fans cannot simply choose another World Cup final, another stadium, or another organiser. 

As consumer organisations recently warned in a joint letter to Ursula von der Leyen, live sporting events are defined by structural scarcity: one organiser, one venue, one date - and often one ticketing platform. 

In that context, dynamic pricing does not reward efficiency. It turns fan loyalty into a bidding war. The result is increasingly clear: higher prices, reduced accessibility for ordinary supporters and growing frustration among fans across Europe. 

Complaints linked to major tournaments, including competitions organised under the authority of FIFA, are already reaching European regulators.