sofi stadium

On June 12, Peggy Orenstein’s inbox flooded with booking requests for her Inglewood Airbnb.

The date seemed random, but after a quick search, the influx of interest became clear. It was exactly a year before one of the biggest events in American soccer history, when the U.S. will kick off its World Cup in a match against Paraguay at SoFi Stadium, and Orenstein had set up the system to only accept booking requests up to a year in advance.

Orenstein’s rental sits just across the street from the venue. Suddenly, her Airbnb became one of the hottest homes in the Southland.

She hadn’t adjusted the prices yet to reflect the rabid demand, so she declined the requests and tweaked the rates. Typically, a two-night stay at the house would cost around $1,000. For a two-night stay during the Americans’ opening match June 12, it’ll now cost more than $10,000.

Roughly 6.5 million people are expected to travel to North America during the 2026 World Cup, and many of them will be heading to L.A., where SoFi Stadium is hosting eight games, including two U.S. matches during the group stage. Airbnb hosts are viewing the games as a gold mine, hoping soccer fans will shell out thousands to stay near the stadium.

The World Cup rental market will serve as a test case for the 2028 Olympics, when an estimated 15 million people are expected to visit Southern California.

For the night of the opening match June 12, more than 70% of short-term rentals in Inglewood have already been booked, according to data site Inside Airbnb. That’s a 58% increase compared to typical reservation rates on normal days.

Rates are rising as well. On June 1, the average booked rate for an Airbnb in L.A. is $245, according to data platform AirDNA. On June 12, when the U.S. plays Paraguay, it’s $382 — a 56% jump.

In Inglewood, prices are even wilder. Homes that normally rent for hundreds are listed for thousands. The nightly price for a one-bedroom apartment a block from SoFi is typically around $400. On June 11, the day before the game, it’s $713. On June 12, the day of the game, it’s $1,714.

“It’ll be interesting to see how much people will pay,” Orenstein said.

Some hosts use an algorithm to determine their nightly rates, but Orenstein sets the prices herself. She arrived at the $10,000 number by looking at nearby hotels, which are mostly sold out for the nights of the eight World Cup matches.

“The Lum Hotel had a suite available during the World Cup for $1,943. Meanwhile, our house can accommodate eight guests with four bedrooms, plus a kitchen and yard,” she said.

There are classic amenities such as a grill and hot tub, but the biggest amenity is proximity. Orenstein is banking on visitors ponying up for the convenience of parking at the property and walking to the stadium while everyone else navigates traffic jams and long rideshare waits.

“It gets crazy out there,” she said. “I’ve had people offer to pay me $40 to use the bathroom while walking by during a Taylor Swift concert. Our neighbor sold parking spots for $1,000 during the Super Bowl.”

David (pictured) and Peggy Orenstein, run an Airbnb across the street from SoFi Stadium.

(Robert Gauthier/Los Angeles Times)

Colin Johnson has been renting out his home near SoFi Stadium for two years. It’s his actual residence, meaning when someone stays there, he has to book a hotel or crash on a friend’s couch. But he said the payouts are worth it.

“There are so many events and venues around us, why wouldn’t we take advantage?” he said.

A typical two-night stay in the three-story townhouse runs about $600. For the U.S. opening match, it costs more than $3,000.

Johnson said demand is roughly 60% Americans and 40% foreigners, but he expects foreign interest to pick up as the games get closer.

Demand isn’t limited to Inglewood. Luxury rentals across Los Angeles are being booked for eye-popping numbers, according to Mokhtar Jabli, founder of luxury rental platform Nightfall Group.

He’s booked two so far. The first was rented by a Florida client coming to Los Angeles to see Iran play two matches at SoFi Stadium against New Zealand and Belgium. The modern home in Hollywood Hills, complete with an infinity pool overlooking the city, rented for $33,000 for seven nights from June 15 to 22.

The second was booked by a New York client coming to see the U.S. play Paraguay. The 7,000-square-foot mansion in Malibu comes with a movie theater, butler, security and full-time staff. For 10 days, it rented for $100,000.

Jamie Lane, chief economist for AirDNA, expects a surge across L.A. County — not just in demand, but in supply.

“There’s a lot of interest right now in what you can make as a host,” Lane said. “In most cities, there won’t be enough lodging, so that pushes rates higher.”

He added that since Airbnb is the official “Alternative Accommodations and Bookings Platform” of the World Cup, the company is urging people to host. AirDNA has hosted multiple bootcamps around the country for people interested in renting out their homes during the World Cup, teaching them how to furnish homes, how to set prices during the games and more.

Lane expects a boost in listings early next year, which would mirror Paris in the months leading up to the 2024 Olympics, when active listings soared by 40%.

It’s unclear how proactive Southern California cities will be in cracking down on illegal listings as homeowners look to make a quick buck by renting out their rooms. Many cities have strict short-term rental regulations, but haven’t taken the steps necessary to enforce them.

Last year, the L.A. Housing Department estimated that 7,500 short-term rentals were violating the city’s Home Sharing Ordinance, but the city only issued 300 citations.

Orenstein said it won’t be easy in Inglewood.

“You have to jump through hoops to have an Airbnb,” she said. “Apply for permits, do inspections, pay your taxes every month. It has to be done right.”

FIFA announced an affordable admission pricing tier for every nation that’s qualified for the 2026 World Cup co-hosted by the U.S., Canada and Mexico. The supporter entry tier will make tickets available at a fixed price of $60 for every match, including the final, for each nation’s participating members associations.

The new tier comes after supporters’ groups from Europe called out FIFA on the dynamic pricing of tickets, which changes the value based on the popularity of the teams playing in each match.

“In total, 50% of each PMA allocation will fall within the most affordable range, namely supporter value tier (40%) and the supporter entry tier (10%),” FIFA said in a statement on Tuesday. “The remaining allocation is split evenly between the supporter standard tier and the supporter premier tier.”

FIFA will also waive the administrative fees for fans who secure participating member association tickets, but their teams do not advance and they seek refunds.

Tickets sales were rolled out by FIFA in phases, with a third of the tournament’s inventory claimed during the first two phases. The third phase started on Dec. 11 and will go through to Jan. 13. During this period, fans have the opportunity to allocate tickets for a match based on a random selection draw.

Before the new tier was introduced, the cheapest ticket for the World Cup final in MetLife Stadium in New Jersey would cost fans more than $4,000. The high prices raised concerns among European supporters.

“The prices set for the 2026 World Cup are scandalous, a step too far for many supporters who passionately and loyally follow their national sides at home and abroad,” the FSA, an organization of supporters for England and Wales, said in a statement posted on its website on Dec. 12. “Everything we feared about the direction in which FIFA wants to take the game was confirmed — Gianni Infantino only sees supporter loyalty as something to be exploited for profit.”

FIFA previously stated it adopted the variable pricing because it was common practice for major North America sporting events.

“What FIFA is doing is adapting to the domestic market,” a FIFA official said in the conference call. “It’s a reality in the U.S. and Canada that events are being priced as per the demand that is coming in for that event.”

A FIFA official told reporters before the first tickets went on sale that world soccer’s governing body expects to make more than $3 billion from hospitality and tickets sales and is confident the tournament will break the all-time World Cup attendance record set in 1994, the last time the competition was held in the U.S.

That 1994 World Cup featured just 24 teams and 52 matches. The 2026 tournament will be twice as large, with 48 teams and 104 games.

FIFA said it received 20 million requests during the random selection draw sales.

SoFi Stadium will host eight matches, beginning with the U.S. opener against Paraguay on June 12. The Americans will finish group play in Inglewood on June 25, playing the winner of a March playoff involving Slovakia, Kosovo, Turkey and Romania. Two Group G matches — Iran vs. New Zealand on June 15 and Iran-Belgium on June 21 — also will be played in SoFi, sandwiched around a Group B match between Switzerland and the winner of another European playoff, this one featuring Wales, Bosnia and Herzegovina, Italy and Northern Ireland.

The teams for the three knockout-stage games to be played at SoFi Stadium — round-of-32 games on June 28 and July 2 and a quarterfinal on July 10 — haven’t been determined, but the possibilities include Mexico, South Korea, Canada, Spain, Austria and Algeria.

Staff writer Kevin Baxter contributed to this report.

Since it first opened in 1923, the Los Angeles Memorial Coliseum has been the sole home of USC football. No major sports team in the city’s history has played in the same venue for longer.

But after more than a century spent in the city’s iconic stadium, The Times has learned that the 2028 Summer Olympics and Paralympic Games will likely force USC to find a new home for its football team in 2028, with the likeliest option being SoFi Stadium in Inglewood.

Multiple people with knowledge of the situation not authorized to discuss it publicly told The Times that the Coliseum would not be ready for the start of college football season in September 2028 because of the $100-million temporary track that’s being built on top of the Coliseum field to host the track-and-field competition at the L.A. Olympics and Paralympic Games.

The logistics are still being worked out with L.A. 2028, and USC has not made a final decision about where the Trojans’ 2028 football season will be played. A source said the school hasn’t officially determined whether the Coliseum field could be ready later in the fall, perhaps to host a portion of USC’s 2028 home schedule. But even if it is logistically possible, it’s not clear that USC’s athletic department would find that arrangement in its best interest, given it would mean uprooting the team midseason or spending a long stretch of the 2028 slate away from L.A.

“USC and LA28 are working in lockstep on all logistics for the Olympic and Paralympic Games,” USC athletics spokesperson Cody Worsham said in a statement. “We will share details with the public when they are finalized.”

SoFi Stadium officials declined to comment when asked about USC’s possible move to the venue in 2028.

With the closing ceremonies of the Paralympic Games set for Aug. 27, 2028, there would be just two weeks for the temporary track to be removed and the grass field below to be restored ahead of USC’s currently scheduled 2028 home opener on Sept. 9. Multiple people told The Times that’s not a feasible timeline for a structure LA28 chairman Casey Wasserman once called “the most expensive and probably complicated thing we actually have to build” ahead of the 2028 Games.

This isn’t a new problem at USC. Discussions about the plausibility of the football program sharing the Coliseum with the Olympics in 2028 trace back well before current athletic director Jennifer Cohen was hired in 2023. The belief at one point, according to a person familiar with those discussions, was that with some clever scheduling, USC would only have to miss a home game or two.

Now, according to multiple people familiar with the situation, USC is expected to spend the 2028 season at SoFi Stadium, which hosts the NFL’s Rams and Chargers. By that point, it may also be the home field of the city’s other Big Ten football team.

UCLA has already stated it plans to trade the Rose Bowl, where it has played since 1982, for the modern SoFi Stadium, in spite of a lease agreement that runs through 2044. The city of Pasadena and the Rose Bowl Operating Company have since sued the school and SoFi Stadium’s ownership in hopes of blocking the Bruins’ move.

If UCLA forges on with plans to abandon the Rose Bowl in 2026 for SoFi, all four of the city’s major football teams could be playing under the same roof two years later.

Those logistics, however, pale in comparison to what it will take to host Olympic track and field at the Coliseum in 2028, in the same stadium where the competition was held almost a century earlier. The biggest obstacle LA28 faced using an iconic venue that hosted the 1984 Olympics is that there wasn’t enough room on the Coliseum floor for an Olympic-sized track.

Renovations in the early 1990s added 14 rows of seats at the bottom of the bowl, shrinking the size of the Coliseum field. The solution requires installation of a track 11 feet above the field that stretches over the first few rows of stadium seating to met Olympic standards.

To build the temporary track, the Coliseum’s turf and the dirt beneath it will be scraped away, down to the stadium’s concrete base where columns will be placed about every 10 feet. That construction at the Coliseum is expected to begin immediately after the Trojans finish their home football schedule sometime in November 2027.

Bill Hanway, the executive vice president for AECOM — the infrastructure consulting firm hired to oversee LA28’s preparations — told The Times in June 2024 that the track was “an incredibly complex build” in “an incredibly tight space.”

Taking track down will be its own challenge, one that will take longer than the two-week window between the end of the Games and the beginning of USC’s 2028 slate. When a similar structure was built for the 2014 Commonwealth Games in Glasgow, Scotland, the soccer team that played in the stadium — Queen’s Park FC — didn’t return for more than a year.

Unless that timeline can be slashed, the Trojans will spend the 2028 season switching off Saturdays with their rivals, who, for one year, would be across-the-hallway as opposed to across town.

USC and UCLA shared the Coliseum for 54 years before the Bruins moved to the Rose Bowl in 1982. For 33 of those years, the Coliseum also hosted the Rams on Sundays.

If that feels too crowded to USC, the Rose Bowl is the only other option in town — and suddenly seems to be in serious need of a tenant.

But as of now, according to a person familiar with the situation, SoFi Stadium is the only venue that’s been discussed as a potential temporary home.