On Tuesday morning, there were still thousands of tickets left for sale in the European Championship arena, which has a capacity of 11,800 spectators.
"If you look at tonight's match, we are on track to sell over 7,000 tickets right now. But what we have seen in the championship is that sales increase in the final hours," says Tobias Frejfors, CEO of Euro 2026.
Worried you haven't sold more?
No. So far we're satisfied. We've had an average audience of just under 10,000 and an occupancy rate of 84 percent. But of course we want as many people as possible to be there, that's it.
The only time it has been full was the European Championship opener against the Netherlands last Saturday. The lowest attendance so far was against Slovenia last Friday, 7,745 spectators.
This can be compared to the fact that the beloved national handball team attracted more than 11,000 spectators to Globen last spring, even though it wasn't even a championship match.
Ahead of the final match days in Malmö (Tuesday and Wednesday), the European Championship organizers have lowered the price of the most expensive ticket category, which previously cost 1,530 SEK for a day ticket covering three matches.
"Yes, we have adjusted those tickets to 890 kronor," Frejfors says.
"We are working with a strategy where we try to stimulate sales as much as possible. It's the same thing as with train or plane tickets or hotel rooms. We have to be flexible and adapt if necessary to stimulate sales."
Carl Goransson/TT
Facts: Sweden's audience figures in the European Championship
TT
Netherlands, 11,800 spectators.
Georgia, 9,870.
Croatia, 10,247.
Slovenia, 7,745.
Iceland, 9,643.
Average: 9,861.
Sweden concludes the intermediate round in Malmö with matches against Hungary (Tuesday) and Switzerland (Wednesday).
