Modeling and implementation of a dynamic ticket pricing problem for sports games

In this study, a dynamic ticket pricing model is proposed for sports, specifically football, games. In the current situation, football clubs price their game tickets based on the static pricing strategy, in which ticket prices remain same for all games except a few of them. However, each game has its own specific characteristics and ticket prices should be determined based on these features. Otherwise, the chance of getting higher revenue from ticket sales is captured by other sides. This issue is also indicated in previous studies. According to them, tickets sold at low prices are captured by resellers who sell them by %224 profit rates in the secondary market. In order football clubs to capture this potential profit, the dynamic ticket pricing model is designed accordingly. Ticket prices change continuously based on the specified factors. Forecasting the demand rate at different prices is achieved by a fuzzy logic model. Similarly, game multiplier that reflects the features of a game to prices is predicted by a fuzzy logic approach. In this study, various dynamic ticket pricing cases exist. These are designed based on price behavior within the selling period. All cases are modeled and optimized in the simulation model. As a result, the expected revenue increased up to 10.93%.