August 2011
Intermediate to advanced
500 pages
17h 16m
English
Content preview from Sports Finance and Management
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362 ◾ Sports Finance and Management
the opponent, which is known as variable ticket pricing. As discussed in Chapter9,
demand changes based on the opponent. erefore, teams can maximize prot
by charging dierent prices based on the opponent. Teams like the San Francisco
Giants will charge a lower price if the visiting team is not a team that typically
draws well. In MLB, having the Yankees as an opponent typically increases atten-
dance between 20 and 30 percent compared with some other teams. Teams know
this and now many of them are charging a higher ticket price when the Yankees
visit. is practice is becoming more common in European soccer. For example,
Fulham FC increased ticket prices by 80 percent when they played Manchester
United. ...
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