Dynamic Ticket Pricing In Sports: The Case of FC “Zenit”

Authors

  • Pavel V. Ivanov Loughborough University, UK
  • Ilia V. Solntsev Plekhanov Russian University of Economics; Finance University under the Government of Russian Federation, Moscow, Russia https://orcid.org/0000-0001-9562-8535

Abstract

The article considers general pricing models, the techniques used in sport business, factors determining the price of the ticket. The dynamic ticket pricing system can be used to increase the attendance at the sport event and the revenue itself. We analyze the specific tools of dynamic pricing, describe the advantages and potential pitfalls of using a dynamic pricing strategy and make some recommendations on how clubs can avoid those pitfalls and increase their revenues. Given the fact that football is one of the most popular sports in Russia, most of the examples in the article are connected with this sport. Final recommendations for developing a dynamic pricing system are made for the football club “Zenit” St. Petersburg.

Keywords:

sports club, sports marketing, pricing in sports, ticket prices, ticket programs

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References

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Published

2014-12-25

How to Cite

Ivanov, P. V., & Solntsev, I. V. (2014). Dynamic Ticket Pricing In Sports: The Case of FC “Zenit”. Russian Management Journal, 12(4), 79–98. Retrieved from https://rjm.spbu.ru/article/view/204

Issue

Vol. 12 No. 4 (2014)

Section

Practice of Management

License

Articles of the Russian Management Journal are open access distributed under the terms of the License Agreement with Saint Petersburg State University, which permits to the authors unrestricted distribution and self-archiving free of charge.