Sport Marketing Quarterly (SMQ)

Volume: 22
Issue: 3
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Articles in this issue:

  • Mark Dodds
    James T. Reese
    Kristi Schoepfer-Bochicchio

    Can a high demand sporting event institute a random selection process to distribute tickets and create revenue while doing so? Recently, the NCAA was sued for using such a ticket distribution method (George v. NCAA, 2011). The plaintiffs to the lawsuit claimed the NCAA ran an illegal lottery by charging a non-refundable handling fee for all ticket requests, including those that were not able to be met due to the high consumer demand. Ultimately, the Indiana Supreme Court held the NCAA’s actions did not legally constitute a lottery, and thus the NCAA’s ticket distribution method was allowed...Read more

  • Nicholas M. Watanabe
    Brian P. Soebbing
    Pamela Wicker

    The growth of the second-hand ticket market has increased the complexity of ticket pricing for sport franchises. In 2007, Major League Baseball (MLB) signed an agreement with StubHub, an online seller of secondhand tickets. Although pricing in MLB has been investigated previously in the literature, price dispersion (i.e., multiple prices for a similar product) and the effects of the second-hand ticket market have been largely neglected. The purpose of this research is to examine the impact of the StubHub agreement on pricing behavior of MLB teams using data from the seasons 1975 to 2010 (...Read more

  • Brendan Dwyer
    Joris Drayer
    Stephen L. Shapiro

    When purchasing tickets in advance, sports consumers are often faced with uncertainty. Most notably, in today’s real-time environment, it can be challenging for consumers to determine how ticket prices and seat availability will change over time. Guided by the generic advanced-booking decision model, the current study investigated the role of time, ticket source (primary or secondary market), and team identification in advanced ticket purchasing by exploring a consumer’s perceptions of ticket availability and finding a lower price. The results suggest the perceived likelihood of ticket...Read more

  • D. Gloria Wu
    Laurence Chalip

    The marketing appeal of sport associations extends to sportswear brands, with the result that they are increasingly allied with fashion designer brands. Effects of such alliances are tested experimentally using price and user image as dependent variables. Among males, co-branding with a fashion designer brand generated a higher expected price for shirts bearing the sportswear logo, but adding a sportswear logo did not affect the expected price of shirts bearing a fashion designer logo. Among females, co-branding with a sportswear brand generated a lower expected price for shirts bearing a...Read more

  • Rodney J. Paul
    Andrew P. Weinbach

    Dynamic pricing, well-known in the airline and hotel industries, has now been adopted by a handful of Major League Baseball teams in relation to pricing of tickets for their home games. Using data from four teams for the 2011 season, we examine the role that a variety of factors play in explaining differences in ticket prices across games throughout the season for these teams. Key factors such as the day of the week, opponent promotions, starting pitcher, and weather are investigated to shed light on the determinants of the willingness to pay of baseball fans for these teams under a...Read more