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Season ticketing as a risk management tool in professional team sports : A pricing analysis of German soccer and basketball

Title data

Huth, Christopher ; Kurscheidt, Markus:
Season ticketing as a risk management tool in professional team sports : A pricing analysis of German soccer and basketball.
In: Journal of Risk and Financial Management. Vol. 15 (2 September 2022) Issue 9 . - No. 392.
ISSN 1911-8074
DOI: https://doi.org/10.3390/jrfm15090392

Abstract in another language

Ticket sales remain a significant source of revenue in professional team sports. However, season ticket revenue, as an effective risk-reducing instrument, is rarely analyzed in the literature. This study aims to determine, from a price and product perspective, the extent to which different factors affect season ticket prices. Using three different professional German sports leagues, a ticket-pricing model was developed as the empirical model. Consistent with other pricing studies, an ordinary least-squares (OLS) model and a Tobit model were fit. The results indicate that different season ticket rights, type of season ticket, club league membership, fan club membership, club stadium utilization rate, club sporting performance, and club market size have significant negative or positive impacts on season ticket price. Whereas, for example, a reserved seat in the stadium has a positive impact, the population of the club’s city has a negative impact. Based on the results, club managers should consider all traditional season ticket rights and season ticket discounts when calculating season ticket pricing. These and further implications are discussed with respect to the risk management issues of season ticket pricing in light of the COVID-19 pandemic and differences in local market constellations of professional team sports clubs.

Further data

Item Type: Article in a journal
Refereed: Yes
Keywords: season tickets; pricing; product design; professional team sports; football; basketball; sports finance; Tobit model; OLS model; COVID-19; Europe
Institutions of the University: Faculties > Faculty of Cultural Studies > Department of Sport Science > Chair Sport Science II - Sport Governance and Event Management > Chair Sport Science II - Sport Governance and Event Management - Univ.-Prof. Dr. Markus Kurscheidt
Result of work at the UBT: Yes
DDC Subjects: 700 Arts and recreation > 790 Sports, games, entertainment
Date Deposited: 12 Sep 2022 07:52
Last Modified: 12 Sep 2022 07:52
URI: https://eref.uni-bayreuth.de/id/eprint/71774