SB Advertisers Could Take More Measured Approach Yonex Begins Fines For Smashing Racquets Nike Shifts Approach To Sponsorship As NBA Evolves Mickelson Debuts Personal Logo On Apparel Costco-Branded Golf Balls A Hot Seller Falcons, Pats Sponsors Make Final Activation Push SHR Yet To Announce Anchor Sponsor For Bowyer Marketplace Roundup Target Makes Push Into Soccer With MLS Alibaba, IOC Reach 12-Year TOP Sponsorship
SBD/February 28, 2013/Marketing and Sponsorship
New Amway Retail Store At Citi Field Led To Team Sponsorship With Mets
Published February 28, 2013
THE STUDY SHOWS: ESPN N.Y.’s Adam Rubin noted the Mets began using dynamic ticket pricing last season, and Old Dominion Univ. professor Stephen Shapiro and Temple Univ. professor Joris Drayer “analyzed the data from 31 of 81 scheduled home dates,” finding that the “ticket-price fluctuation varied only modestly.” In fact, the team price remained within 10% of the "original asking price.” For instance, for “low-priced seats, the team’s dynamic asking price went on average from $30.81 in the preseason, to $30.71 fifteen days before the event, to $28.68 five days before the event, and to $27.87 a day before the event.” The average dynamically priced ticket for a Mets' game in '12 was $94.80. That was compared with $93.27 for the "cheapest-offered comparable seat on StubHub and $74.19 if purchased as part of a season-ticket plan.” For lower-priced seats, the Mets’ price was, on average, "about $7 higher than StubHub.” The season-ticket price “was the best value." For mid-priced seats, the Mets’ “average price was modestly higher than StubHub.” In premium locations, dynamic ticket pricing offered through the Mets, on average, "was less expensive than StubHub” (ESPNNY.com, 2/25).