Derby County FC of the Football League will become the first sports team in England to offer demand-based pricing. The policy, which is expected to be announced later Wednesday, will begin with match tickets for its home fixtures from the start of the '12-13 season. The team said its goal is to attract new supporters through more flexible pricing, while offering more options for existing fans who attend games at Pride Park Stadium. The team is working with dynamic pricing technology company Digonex on the effort. The prices of single matchday tickets from next season will now fluctuate dependant on a number of factors, and ticket prices can change on a daily basis based on real-time market conditions such as team performance, rivalries, day of the week and the weather among other factors. “We are very excited about the positive impact demand-based pricing will have on both our attendance and revenue next season,” said Derby County Chief Executive Tom Glick, who will soon be joining Manchester City as Chief Commercial Officer (Derby FC).
