As the 2026 World Cup approaches and demand for premium event access surges, financial advisors are increasingly fielding requests from clients seeking tickets to sold-out games and concerts. What may appear as a simple favor can trigger compliance concerns and reshape client expectations, industry observers say.
The practice of sourcing hard-to-get tickets has spawned a niche market of corporate entertainment firms such as Seat Insiders and Sawyer Seats, which sell hospitality packages and event access to businesses. For wealth management firms, these services offer a way to strengthen client relationships through shared experiences, but they also raise questions about the boundaries between permissible entertainment and prohibited gifts.
In February, the Securities and Exchange Commission approved amendments to FINRA Rule 3220, raising the annual gift limit from $100 to $300 per recipient—the first increase since 1992. However, the rule distinguishes between gifts and entertainment: ordinary business entertainment is generally exempt from the limit if an advisor attends the event and the expense is reasonable. Without the advisor present, tickets are classified as a gift, subject to the cap.
Kevin Thompson, founder and CEO of 9i Capital Group, noted that the Tax Cuts and Jobs Act of 2018 eliminated deductions for most entertainment expenses, adding a financial disincentive. “The rules around entertainment are much stricter than many people realize,” Thompson said. He emphasized that advisors must avoid the perception that client loyalty can be bought. 9i Capital previously hosted outings to Colonial and TCU football games but scaled back as the firm expanded nationally.
Charles Failla, founder and CEO of Sovereign Financial Group, said he has rarely encountered ticket requests in his 30-year career. “I don’t think I’ve ever, in 30 years, ever once had a client call me saying, ‘Can you get me Knicks tickets?’” Failla said. His firm focuses on lunches and dinners rather than expensive entertainment, though he acknowledged that many advisors successfully use such events as part of a broader relationship-building strategy.
The issue is particularly relevant as firms like Bluespring Wealth centralize compliance for partner RIAs, and as regulators continue to scrutinize gift and entertainment practices. Advisors must weigh the value of shared experiences against the risk of appearing to curry favor, especially when ticket prices for marquee events like the World Cup can reach thousands of dollars.
For some firms, entertainment remains a valuable tool. For others, the most important client benefit is not a seat at the game but the financial guidance that keeps clients coming back. As Thompson put it, “We want clients to stay because of the work we do, the planning we provide and how we show up when they actually need us.”
