Ticket Sales Tip of the Week #109
(Earlier ticket buyers paying less equals a healthy sports franchise)
Last week in Hamilton, Ontario, ticket brokers drove 2 hours in holiday traffic b/c the Tiger Cat $25 season priced ticket was trading for $100.00 at game time. Short term, Toronto kicked a field goal to win the game with 1 second left, long term, Tiger Cat membership loyalty with up to a 75% game discount also won. This win will supports ’26 retention and new ticket sales.
Visiting star players and winning can mask overpriced ticket inventory, the real test is whether your teams priority is setting season ticket rates that protect membership value during an average season or an unexpected playoff date?
Major League Star- MLS Soccer Joe Cote CRO Portland Timbers
As a 7th place team in the Western conference, game day ticket prices have risen for 95% of the home dates which has rewarded members and early committed ticket buyers.
Major League Star- MLB Cullen Maxey CRO Arizona Diamondbacks
As the 4th place in a 5 team division, the Diamondback prices from opening day have risen in over 80% of games (including April) which is rewarding early ticket commitments.
Early ticket commitment creates scarcity which drives all ticket sales and leads to stadium sponsor interest. In other words, it’s a franchises oxygen.
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