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Dynamic ticket pricing and the impact of time – an analysis of price paths of the English soccer club Derby County

ABSTRACT Research question: Empirical studies about dynamic ticket pricing (DTP) in sports to date have focused exclusively on the Major League Baseball and on analyzing dynamic ticket prices based on a limited number of points in time. The current study extends the literature by examining the impact of time over the whole selling period. Furthermore, the presented study is the first to analyze a dynamic pricing system of a football club in Europe. Research methods: Ticket prices for selected games of the English football club Derby County were collected daily during the 2013/2014 season. A data set of 5862 price points was analyzed by means of a hedonic pricing regression. Results and findings: The model suggests that time has a significant effect on dynamic ticket prices. Ticket prices increased monotonously over time. This finding is consistent with previous research on dynamic pricing in sports. However, the pricing system can be differentiated from models applied in the airline or the hotel industry. Implications: The current study extends the existing literature by analyzing the effect of time in the context of DTP. Sport managers can apply these findings concerning the specification of a more sophisticated pricing approach.