Dynamic Ticketing is seen as a new revenue builder by struggling clubs in Europe needing to inject more funds into their clubs. However, the backlash reported by supporters worldwide should make clubs think twice about this divisive option.
Dynamic Ticketing is a system that gives tickets adaptable prices based on demand. The most recent upheaval on this system has come from the Oasis reunion tickets, where fans have queued up for hours expecting tickets to be $292.39 only in a few hours, skyrocketing to $699.38.
This has caused outrage and even opened an investigation by the UK’s Competition and Markets Authority.
The footballing world has recently been riddled with ticket price controversy. Aston Villa fans raised concern at the prices of their Champions League tickets for their first return to competition since its earlier iteration, the European Cup, which they competed and won in 1982, 42 year ago.
A Champions League home ticket for Aston Villa has been increased form the cheapest non-season home tickets at $167.37 AUD rising up to $191, with a discounted price for season ticket holders ranging from $137.83 to $163.43. This comes at a 55% increase for non-season holders and 21% increase for season ticket holders from the clubs official cheapest ticket bracket of $108.
This decision has been defended by Aston Villa’s president of business operations Chris Heck saying that the financial problems facing the club and fears of Financial Fair Play (FFP) stepping in have made the ticket increase a viable option.
Other clubs such as 2023/24 Premier League champions Manchester City prices range from $74 to $123. Liverpool, 6 time champions league winners charge $59 to $120.
Valencia and Celta Vigo have taken it a step further by already imposing dynamic pricing onto its game tickets explaining prices will rise closer to the date of the game based on demand.
From a business point of view, clubs losing revenue see Dynamic Ticketing as an easy cash stream back into the club.
It is no lie that the A-league is under a strain financially, with little respite in sight. The league’s attractiveness as a business venture is vastly diminishing.
Ticketing for the A-leagues has much more financial importance than other more lucrative leagues in Europe. Also, it is worth mentioning that dynamic ticket price range would be substantially smaller than the larger supported and wealthier European clubs and leagues.
A more financially stable league would presumably result in more quality signings and revenue injected into youth development and infrastructure.
The negative effects for the fanbases, however, are glaring.
Supporters are not blind to the recent worldwide football news and know that fan’s frustrations at rising prices and where this profit goes, often falls on deaf ears. These same people could be the first to be hit hard.
The clubs in Spain that have imposed Dynamic Ticketing have caused uproar by their respective fans and other fan bases around the country. It has also soured an already fraught relationship between supporters and club owners.
Many view it as blatant greed, that they treat fans as customers and not as supporters important for the dynamic of the club.
The stage of development that Australian football is currently at means the fans have an important impact on the club’s activity. The popularity of leagues such as the Premier league or even La Liga club management see the benefits outweighing the negatives. This room for decision does not correlate with the popularity of the sport in Australia.
Football clubs should be finding angles to increase attendance and not increasing prices that could minimise interest in matches, with the cost-of-living crisis taking a hit to the public, individuals are thinking twice on where to spend their money.
Big games such as derbies draws in the largest attendance, with last season’s Sydney derby drawing in 28,152 and 27,998 for respective home and away games. Wellington Phoenix’s top of the table clash against Melbourne Victory back in May had the largest attendance at 33,297.
These type of games would be the key moments for Dynamic Ticketing and an increases in prices. The argument is that increased prices could cause less attendance for the casual viewer and an increase of season tickets pricing.
The not as important games could also be effected if they seem to increase in price. This has been mentioned by many fan groups as an increasing occurrence from worldwide clubs struggling with ticket prices.
The A-league clubs must still be realistic with their push to gain more support for football in Australia’s saturated sporting environment.
Australia is no stranger to successful rises in domestic league viewership and stadium-goers.
The 2023 FIFA Women’s World Cup is recorded to have helped garner a big increase in casual viewers to regular supporters for domestic leagues.
It’s possible this profit-building option in Australia could backfire tremendously and impact the league’s development and fan numbers. Something it cannot afford, quite literally.
The league needs more investment there is no denying that, but this volatile option could do more harm than good for Australian football.
