For the last few decades, the sporting managers have employed various strategies for selling their tickets. Notably, some of the most common methods included the “one-size-fits-all” where the prices for all games were set to be similar and the seat location-based strategy in which the costs are set according to the view location of the game but never varied according to games. However, due to the changing technologies, such organizational modifications have been transformed to a better method of pricing. This paper proposes to discuss the various advantages and disadvantages that can be experienced in sports sector as a result of using secondary ticket market. Secondary ticket market has benefits such as enabling customers to sell the ticket if unable to attend or if their plans have changed and enabling customers to purchase tickets after the release date. However, it can also result in disadvantages such as customers risk buying a forged ticket as well as some may pay higher prices.
In essence, pricing of a ticket has proved to be a significant challenge in the sporting facility. Customers have always paid the prices for lack of a more explicit strategy of selling the tickets. Apparently, the introduction of the secondary market ticket has helped as customers can now find better deals at lower prices (Fried, 2015). Upon the purchase of the ticket, a customer may decide to resell the ticket if their plans changes and they are unable to attend the game. This has proved to be a good deal that enables customers to avoid risks of losing money if they fail to attend (Sanford & Scott, 2016). Additionally, this system enables the customers to quickly purchase a ticket immediately after the release date of the game schedule. This has proved to be helpful as many of the tickets find their way to the market before the game and therefore enabling clubs to make more money.
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Despite the many advantages that have been realized as a result of the emergence of the secondary market ticket, customers are left at a risk of purchasing a forged ticket. Many software industries have followed the same path, and therefore the delivery of tickets can be produced by even the uncertified companies (Salaga & Winfree, 2015). Suh a practice always puts a client at a risk position of buying a product prone to be rejected during the match day. Additionally, some of the customers may end up purchasing a ticket at higher prices than others (Bhave & Budish, 2017). Apparently, this is because these tickets are sold by different ticket firms prone to setting different prices.
References
Bhave, A., & Budish, E. (2017). Primary-Market Auctions for Event Tickets: Eliminating the Rents of'Bob the Broker'? (No. w23770). National Bureau of Economic Research.
Fried. G. (2015). Managing sport facilities (3rd ed.). Champaign, IL. Human Kinetics.
Salaga, S., & Winfree, J. A. (2015). Determinants of secondary market sales prices for National Football League personal seat licenses and season ticket rights. Journal of Sports Economics, 16(3), 227-253.
Sanford, K., & Scott, F. (2016). Assessing the intensity of sports rivalries using data from secondary market transactions. Journal of Sports Economics, 17(2), 159-174.
