SBD/April 25, 2013/Research and Ratings

Execs Say MLB Faces The Biggest Threat To Season Tickets From Secondary Market

Sports execs feel that MLB faces the biggest threat from the secondary ticket market with regard to the value of its season tickets, according to data from a Turnkey Sports Poll conducted in March. Asked which sport faces the biggest threat from the secondary ticket market, 56% of execs polled responded MLB, while 14% said the NBA and 12% said the NFL. Meanwhile, execs were also asked to pick (from a provided list) the option that they think will best enable sports properties to adopt a more active role in the secondary ticket marketplace. The top response (39%) was the creation of official secondary sites controlled by ticket partners and league offices. Another 26% of execs said paperless ticketing and 23% said partnerships with secondary sites (Turnkey).

In which sport does the secondary ticketing market pose
the biggest threat to the value of season tickets?
SPORT
%
MLB
56%
NBA
14%
NFL
12%
NHL
7%
College basketball
2%
College football
2%
MLS
0%
Not sure/No response
7%
 
Which of the following options will best enable sports properties
to adopt a more active role in the secondary ticket marketplace?
RESPONSE
%
Official secondary sites controlled by ticket partners and league offices
39%
Paperless ticketing
26%
Partnerships with secondary ticketing sites
23%
Government legislation
4%
Widespread use of near field communication technology
2%
Not sure/No response
6%

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