More Teams Try Out Dynamic Ticket Pricing for Regular Season Games

Sports teams have long experienced challenges in setting ticket prices in the traditional way—months in advance of the season and with only few variations in pricing, based on location of the seats in the venue. Price tickets too high and fans feel gouged—and stay home—eventually eroding a team’s fan base. Price tickets too low and even crowded stands and sell-out games may enrich scalpers more than owners. This article examines the benefits of dynamic ticket pricing, which more and more teams are turning to in an attempt to capture the market value of tickets on a game-by-game basis by allowing prices to fluctuate up until game time.

This article was first published in the December 18, 2012 issue of the Chicago Daily Law Bulletin. Permission for article reprint has been granted.

Douglas N. Masters is a partner in Loeb & Loeb LLP's Chicago office, where he litigates and counsels clients primarily in the areas of intellectual property, advertising and unfair competition. He is deputy chair of the firm's Advanced Media and Technology Department and co-chair of the firm's Intellectual Property Protection Group.

Seth A. Rose is an associate in the firm's Chicago office, where he counsels clients on programs and initiatives in the fields of advertising, marketing, promotions, media, sponsorships, entertainment, branded and integrated marketing, and social media.