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Variable Ticket Pricing Could Come to the NFL in 2014

Thursday, February 13, 2014   (0 Comments) (12/23/13) King, Peter

At a December National Football League (NFL) meeting in Dallas, a group of teams convened to talk about pricing tickets to a team's 10 games differently based on the caliber of the opposing team and whether it is a preseason or regular-season game. "I'd say as many as half the teams in the league are thinking about instituting it for 2014," says the executive of one team. However, the approach is unlikely to resolve the problem of the NFL charging full prices for preseason games. A team that charges $750 for a full-season ticket comprising eight regular-season games and two preseason games, for example, would still charge $750 next season. However, the team could put a face value of $50 on the two preseason games, $100 on the most popular two home games, and $75 on the six remaining regular-season games. One source suggests that such a strategy would take into account the value of tickets on secondary markets, including StubHub and Ticketmaster. "I think you'll see teams experiment with different price points the next couple of years," says one executive of a team mulling the approach. "Then I think you'll see the real final product in two or three years, when teams find out from their fans what they want the most."

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