World Cup gives North American transit a chance to shine - or be booed

North American Transit Operators Face a Critical Audition Ahead of the 2026 World Cup

The 2026 World Cup is soccer's biggest stage, and for several of North America's rail and bus operators, it will be a critical audition.

With airfares and gasoline prices rising, airport security lines stretching to infuriating lengths, and 104 World Cup matches in 16 cities spread across four time zones in the United States, Mexico, and Canada, some ground transportation companies say they are warming up to win the hearts of a new audience.

"We want you to be able to use our system seamlessly from the minute you decide to come to the World Cup, all the way into the games, and after that to get home," said Conan Cheung, chief operations officer for LA Metro, the public transportation authority that serves the Los Angeles region.

A Chance to Impress Both Tourists and Locals

The event is a prime opportunity to show foreign visitors that the Californian city—which will host eight matches, including the U.S. opener—is more than just congested freeways. However, it is also a strategic way to pull more native Angelenos onto its growing public transportation system, Cheung noted.

That is a shift that public transportation advocates have long called for in the U.S. and Canada, where shared transit infrastructure can be sparse and locals are often reluctant to leave their cars behind.

"Transit providers have an opportunity to provide service to a group of people who do not typically use transit on a day-to-day basis," said Yonah Freemark, a principal research associate at the Washington-based Urban Institute. "Many of the World Cup fans coming from the U.S. or Canada do not necessarily use transit services regularly."

Because of this, the stakes are incredibly high for companies to ensure a positive experience for riders, Freemark added.

"They should be making sure that the services they provide are high quality and not too expensive, because the people who are riding them are going to form an impression of those transit agencies—and there's a chance to really prove that they can provide a good service."

A Tricky Balancing Act for Ground Operators

However, the primary challenge for many transportation operators is limited capacity. Potential customers may simply not find an available seat on match days.

While soaring airline costs present a rare opportunity to lure travelers onto rails and roads, ground operators are simultaneously grappling with rising fuel costs and might need to pass some of those expenses onto customers.

According to Freemark, this presents a delicate balancing act. Operators want to attract new customers, but they cannot afford to anger the everyday commuters and regular users who rely on these services long after the final whistle blows.

Rising Demand for Bus Travel

FlixBus, along with its sister brand Greyhound, offers World Cup fans one of the largest transportation networks in North America. The company stated it is experiencing heavy demand for bus travel between tournament cities, with some departures already sold out and others filling up quickly.

Ahead of the tournament, FlixBus reported that it has invested heavily in new buses and the latest fleet technology, while tightening its focus on on-time departures and arrivals.

"What is critical here is every Flix experience needs to be a happy one. That's how we actually grow our business. And this is a great opportunity," said Flix North America CEO Kai Boysan. "We will welcome all the new customers, and we want them to see the changes we've made and the great experience they're going to have."

Travelers are Actively Looking for Alternatives

FlixBus notes that travelers may favor buses over planes because buses typically offer a more affordable, direct route between city centers.

"Airports are congested and costs are rising. Clearly, travelers are naturally looking for alternatives. That is where we come into effect," Boysan said.

However, not all ground transportation options are proving to be budget-friendly.

Outrage Over Surging Ticket Prices

NJ Transit attracted unwanted attention this year when it announced that the roughly 30-minute train ride from Manhattan to the New Jersey stadium—which will host eight matches, including the July 19 final—would cost $150 for a round trip. It is a journey that typically costs less than $13.

The transit agency defended the pricing, stating it needs to cover $48 million in extra costs for security, crowd control, and other World Cup-related impacts.

Following widespread public outrage, NJ Transit reduced the fare to a still-hefty $98, claiming it managed to secure more advertising revenue to offset expenses. Meanwhile, a shuttle bus on the same route was slashed to $20 from an initially announced $80 after the host committee turned to local school buses to increase seating capacity.

A similar trend is occurring in Boston. Round-trip rail tickets from the city center to the stadium hosting seven World Cup matches will cost $80, compared to the usual $20 to $30. A corresponding bus ride will cost $95.

Lawmakers and FIFA Clash Over Fares

U.S. Senator Chuck Schumer, a New York Democrat, stated that FIFA needs to step up.

"Charging more than 11 times the normal fare for a train ride is a ripoff, plain and simple. FIFA is making billions from this World Cup," Schumer said in a statement issued after the original price for the ride to New Jersey’s MetLife Stadium was announced. "FIFA should cover the ride, not stick New York fans with the bill."

In response, FIFA stated that excessively high transit fares would simply push fans to seek alternative ways to get to the stadiums. The organization also noted that previous large-scale sporting events have not required organizing bodies to provide travel impact funding.

Philadelphia Offers Free Rides Home From Matches

In contrast to the price hikes in the Northeast, other local operators are keeping rates steady or even lowering them.

"Our regular fare is $1.75, so people will be able to pay that," said Cheung of LA Metro. "We will honor all of the discounts we have."

In Philadelphia, which is hosting six matches, fans will pay $2.90 for the train to get to the stadium and will receive a free ride home, courtesy of a corporate sponsorship from Airbnb.

Meanwhile, Amtrak, the U.S. national rail carrier, said it is gearing up for a surge of fans traveling between host cities.

"We are fully committed to running a world-class railroad... and ensuring our infrastructure is ready to accommodate both new and returning guests," said W. Kyle Anderson, director of communications for Amtrak. -Reporting by Frank Pingue in Toronto and Ed White in Winnipeg, Editing by Rosalba O'Brien/Reuters