Revisiting the Impact of Divisional Affiliation on Secondary Market Ticket Prices in the National Football League

Authors

Yohan Lee, Defiance CollegeFollow
Moonsup Hyun, Utica UniversityFollow
Stephen Shapiro, University of South CarolinaFollow
Alan Morse, University of Northern ColoradoFollow

Author ORCID Identifier

https://orcid.org/0000-0001-7485-5552

DOI

https://doi.org/10.7290/jasm-2023-V15-I2-0266

Abstract

With the emergence of demand-based ticket pricing, professional sport organizations and marketers will benefit from a thorough understanding of pricing in the demand-driven secondary market. Ticket pricing studies often take divisional affiliation as a control variable; little research has focused on and examined the importance of divisional affiliation for secondary market ticket prices. Different from work indicating consumers’ preference for divisional games, this study revealed that higher ticket prices (i.e., consumer demand) accompanied non-divisional games. Additionally, the number of years between the away team’s visit to the home team’s stadium and the away team’s current winning percentage each played a significant role (explained by roughly 49% of the variance) in higher ticket prices for non-divisional games in the National Football League.

Recommended Citation

Lee, Yohan; Hyun, Moonsup; Shapiro, Stephen; and Morse, Alan (2023) "Revisiting the Impact of Divisional Affiliation on Secondary Market Ticket Prices in the National Football League," Journal of Applied Sport Management: Vol. 15 : Iss. 2.
https://doi.org/10.7290/jasm-2023-V15-I2-0266
Available at: https://trace.tennessee.edu/jasm/vol15/iss2/4