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Bring on the Bobbleheads: The Future of Variable Ticket Pricing in the NFL

Thursday, October 10, 2013   (0 Comments)

Grantland (09/09/13) Lawrence, Jesse

The National Football League has held fast in its ticket pricing stability while other leagues have rushed to fill seats though variable and dynamic pricing, among other measures. However, the NFL's strategy of consistent pricing may change, and its assessment of preseason prices may indicate that the league is weighing more dynamic methods to help teams maximize game attendance, writes TiqIQ CEO Jesse Lawrence. Preseason tickets sell on the secondary market at a 51.5 percent discount to face price, while Lawrence says NFL analysis also will show that 19 out of 30 teams have average preseason ticket prices on the secondary market under $70. The general preseason average across the league is $68, versus a $204 regular-season average. The individual teams are prevented from making pricing decisions to sell more tickets, leaving that job mainly to the secondary market. Teams receive some percentage of revenue through their deals with Ticketmaster, but not as much as they could. In 2012, 22 teams failed to fill their stadiums to capacity, with eight below 90 percent of capacity, and another 14 between 90 and 100 percent capacity. Lawrence believes the NFL could have many of its teams pack stadiums closer to 100 percent by modifying its pricing management. He says a simple solution that combines discounting and promotions could help the league realize higher ticket sales.


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