4 Ways To Implement A Dynamic Pricing Model For Your Sports Ticket Sales

5 October 2015
 Categories: , Blog


Keeping a sports team profitable means filling seats for both home and away games, whether you're managing a school football booster club or a high level regional soccer league. Many medium and small scale team managers assume that dynamic pricing is simply too complicated for their ticket sales system. However, these four techniques help you upgrade your ticket pricing model with minimal changes to your current management system.

Focus On Long-Term Customers

If you've got what seems like a steady base of recurring subscriptions coming in every year, don't rest on your laurels and count on those fans for good. Even after a customer has been ordering season passes for decades without a pause, they can always decide to break off their relationship with your team when they need the money for something else or simply grow tired of attending games regularly. Offering timely discounts to customers coming back for their third or fourth year can keep them hooked without costing you much of the profit.

Push For Packages

Building a foundation of season ticket holders doesn't have to be a struggle either, even if you're a relatively new sports franchise. Set up your sports ticket management system to push packages and passes heavily, with dynamic discounts that drop the price the further into ordering a customer gets. For example, a 10% overall discount on the ticket prices could drop to 20% if the customer reaches the order confirmation without switching to the package deal. One-time only and limited time offers also help you start relationships with the ticket buyers that can provide the most support to your team.

Offer Discounts According to Interest

If you've got the software or staff to make adjustments on a daily and hourly basis, try tracking the interest levels of fans and pricing according to the events creating demand for certain games. These interest raising and lowering events include

  • Playoff and qualifying games
  • Matches against long or short term rivals
  • Rematches after your team recently lost and is replaying the same opponent
  • Injuries and big name players sitting out a game unexpectedly
  • Changes in line up that disappoint the fans.

Control Resale Outlets

Finally, consider building your own system for allowing ticket and pass holders to resell their purchases. This helps you cut down on lost profits to scalping and speculating. You can't completely prevent this kind of behavior, but encouraging users to try your secure and verified ticket exchange system gives you some control over price inflation on the second hand market.