An exploratory study of the criteria used to establish NFL ticket prices.
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CONTRIBUTORS:
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JOURNAL:
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Sport Marketing Quarterly,
10(4),
223 -
230.
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YEAR:
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2001
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PUB TYPE:
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Journal Article
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SUBJECT(S):
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Ticket Operations
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DISCIPLINE:
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Recreation, Sports & Leisure Studies
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HTTP:
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LANGUAGE:
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English
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PUB ID:
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103-399-540
(Last edited on
2005/09/28 20:21:21 GMT-6)
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SPONSOR(S):
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ABSTRACT:
The purpose of this descriptive study was to investigate ticket-pricing strategies in the National Football League (NFL). Subjects consisted of the entire population of individuals responsible for ticket operations in the NFL. An electronic questionnaire was developed consisting of questions regarding the process used to establish ticket prices in the NFL. A ten-item Likert-type scale was selected which utilized a closed question format. A response rate of 61% was achieved when 19 of the 31 questionnaires were returned. Data indicated that team performance was the most significant factor in establishing ticket prices. In order of importance, team performance was followed by revenue needs of the organization, public relations issues, toleration of the market regarding price increases, fan identification, and the average league ticket price.
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