It's a "private event", after all FIFA is just a big trade group, that happens to have a de facto monopoly.

I think the correct course of action would be to "tax the shit out of that" too. (Just as with all the other stuff mentioned in the comments: https://news.ycombinator.com/item?id=34172394)

But of course it's never the right time to do that, as currently half the EU is trying to suck their dick for a bit more natural gas. :/