
352 ◾ Sports Finance and Management
Are Ticket Prices Too High, Too Low, or Just Right?
e ticket prices teams charge have been somewhat of a puzzle to economists, not
because prices are too high, but because they are too low. While a number of fans
will claim that prices are clearly too high from their perspective, virtually all of the
research shows that, on average, professional sports teams actually set their ticket
prices too low, at least if they are trying to maximize ticket revenue. Some teams
might have prices that are high and it is hard to argue otherwise with some of the
previous examples. As a rule, however, teams set prices relat ...