Season Ticketing as a Risk Management Tool in Professional Team Sports: A Pricing Analysis of German Soccer and Basketball

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