Tradition vs. Trend: A Case Study of Team Response to the Secondary Ticket Market

5pürt Marheting Quarterly, 2008,17 (4), 235-240

Fox School of Business Research Paper

6 Pages Posted: 24 Jun 2014

See all articles by Joris Drayer

Joris Drayer

Temple University - Tourism & Sport

David Stotlar

University of Northern Colorado

Richard Irwin

University of Memphis

Date Written: 2008

Abstract

The article presents a sports marketing case study on a sports team's response to the secondary market in tickets to its sports events. A National Football League (NFL) team's management of the secondary market is examined. Anonymous team marketing and sales officials describe the team's finances and its ticket pricing policies. The team institutes a relationship with the online ticket sales company Ticketmaster to provide a secondary market for spectators with season tickets to sell tickets to individual games at face value. The officials state that this relationship provided significant indications that the team could increase revenue by instituting variable prices for tickets to individual games based on demand, and by participating in a truly free secondary market. However, the team's owner refused to do so due to the negative associations sports fans have of ticket "scalping."

Suggested Citation

Drayer, Joris and Stotlar, David and Irwin, Richard, Tradition vs. Trend: A Case Study of Team Response to the Secondary Ticket Market (2008). 5pürt Marheting Quarterly, 2008,17 (4), 235-240, Fox School of Business Research Paper, Available at SSRN: https://ssrn.com/abstract=2457171

Joris Drayer (Contact Author)

Temple University - Tourism & Sport ( email )

Philadelphia, PA 19122
United States

David Stotlar

University of Northern Colorado

501 20th Street
Greeley, CO 80639
United States

Richard Irwin

University of Memphis

Memphis, TN 38152
Memphis, TN usa 38152-3370
United States

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