Ticketing Strategies in the Sports Sector

Sean Ennis
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Sean Ennis: University of Strathclyde

Chapter 7 in Sports Marketing, 2020, pp 153-185 from Springer

Abstract: Abstract Ticketing (pricing) still represents an important source of revenue for sports property owners. We argue that this is an area that many businesses in general, and sports clubs in particular, have demonstrated a lack of understanding about the basic principles. Instead of developing “smart” ticketing strategies, they have traditionally employed relatively rigid and inflexible approaches. This can lead to the accusation that fans are being ripped off or that they are missing out on optimising their revenue, in the absence of using big data and technology. However, this is changing. In this chapter we consider the concept of demand-based pricing. Sport is part of the services sector and is shaped by characteristics such as perishability. We argue that the more far-sighted clubs and organisations embrace a more creative and flexible approach to setting their prices for games and events. Advances in technology and big data mean that tools such as variable ticket pricing and dynamic pricing, allow administrators and marketers to drill into the data. This creates opportunities to provide more relevant and personalised pricing strategies. We consider the role of secondary ticketing operators in the process and whether this is good or bad for fans.

Keywords: Ticketing; Value drivers; Dynamic pricing; Equitable pricing; Secondary ticketing operators; Perishability; Variable ticket pricing; Bundling; Monetisation (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/978-3-030-53740-1_7

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