A key objective of all professional sport marketers is to increase game attendance.  The perishable nature of the spectator sport product places a premium on sales and marketing in this industry.  Unsold seats result not only in reduced gate receipts, but also forfeit potential auxiliary revenue from parking, concessions, and merchandise sales. 

Variable ticket pricing refers to changing the price of a ticket to a sporting event based on the expected demand for that event. Given the high costs of operating a sports program or team, numerous sport organizations have implemented or are considering variable ticket pricing in an effort to maximize revenues. While many teams inappropriately raise prices with team success or due to financial constraints, nearly all of these organizations do not have an existing methodology in place for predicting demand or for examining the effectiveness of their current pricing scheme, which can often result in lower attendance and profits.

In addition to understanding how to set pricing, many organizations overlook the importance of modifying their marketing strategies in conjunction with their pricing changes. Segmenting potential single-game ticket purchasers based on consumer motivation towards these same game characteristics and targeting those identified segments accordingly can result in increased revenues.

Click here to link to our case study: Ticket Pricing