SBD/Issue 135/Sports Media
MLB Alters Ticket Pricing, Enhances Ticket-Buying Process
MLBAM has updated its Web pricing strategy, “and put in place a number of valuable fan-friendly technologies,” according to David Radin of the PITTSBURGH POST-GAZETTE. MLB has also “set itself up for a sophisticated fan experience –- both online and at the ballpark –- by developing technology and even buying” Tickets.com. While the previous ticketing model charged a per-ticket fee when a fan bought via MLB.com for any of the 30 teams, the number of dollars per ticket now “has been dropped substantially; and a small ordering processing fee has been added to each order.” MLBAM President & CEO Bob Bowman said that the league “also has capped the total convenience fee on any online purchase.” Radin notes the fees “now vary depending on the price of the tickets.” For example, a $2 convenience fee is attached to online purchases of $9 Pirates tickets, down from $4; and a $3 fee is attached to $26 tickets. For Red Sox tickets, the fee starts at $3.50. In addition, each transaction for Pirates tickets adds a $3 processing fee, while it is $7 for the Red Sox. Profit from convenience fees “is subject to revenue sharing. Last year that amounted to 15.3[%] of ticket sales.” Bowman said that MLB plans to use Tickets.com “to further enhance the ticket buying process and keep fees down” (POST-GAZETTE, 4/7).
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